OPENING SEEN FOR POS ADVERTISING

CHICAGO -- Can point-of-sale advertising take advantage of the decline of mass communications as an advertising vehicle? Maybe, said Bill Holbrook of Hinckley & Schmitt, a bottled water supplier based in Englewood, Colo. "Mass communications is a dying business. The real challenge is to get brand managers holding on to that traditional tool to reconsider how they reach their audience," said Holbrook,

CHICAGO -- Can point-of-sale advertising take advantage of the decline of mass communications as an advertising vehicle? Maybe, said Bill Holbrook of Hinckley & Schmitt, a bottled water supplier based in Englewood, Colo. "Mass communications is a dying business. The real challenge is to get brand managers holding on to that traditional tool to reconsider how they reach their audience," said Holbrook, the firm's vice president of marketing. He spoke here at a conference sponsored by the Po

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