A lot of money is spent by manufacturers on promoting their brands through stores, i.e. trade promotions. Now manufacturers and retailers are getting smarter about tracking how the money is used.
Consider this: U.S. consumer packaged goods companies spend more than $80 billion annually on trade promotions, according to a 2002 study by Cannondale Associates. A 2003 AMR Research report put the average trade fund budget among CPG manufacturers at 10% to 30% of revenue.