DOW DISCOVERS NEW LEVEL OF MARKETING

CHICAGO -- Dow Brands has learned that differential marketing works at market level via nonaddressable media such as radio, TV and freestanding inserts."We found it is possible to take household-level understanding to market level. The results we achieved told us differential marketing works on a higher plane than we once thought," said Richard Weber, director of differential marketing for the Indianapolis-based

CHICAGO -- Dow Brands has learned that differential marketing works at market level via nonaddressable media such as radio, TV and freestanding inserts.

"We found it is possible to take household-level understanding to market level. The results we achieved told us differential marketing works on a higher plane than we once thought," said Richard Weber, director of differential marketing for the Indianapolis-based manufacturer. He discussed his experiences with differential marketing a

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