P&G ZERO COUPON TEST DRAWS INDUSTRY SCRUTINY

BUFFALO, N.Y. -- Brand marketers and coupon industry executives have their sights locked on Buffalo, Rochester and Syracuse, N.Y., as Procter & Gamble begins its zero-coupon experiment here.Most insist fears of the demise of coupons are unfounded. But all acknowledge that the test could trigger long-lasting changes in how promotions are done."This is a major initiative, which has been very well-received

BUFFALO, N.Y. -- Brand marketers and coupon industry executives have their sights locked on Buffalo, Rochester and Syracuse, N.Y., as Procter & Gamble begins its zero-coupon experiment here.

Most insist fears of the demise of coupons are unfounded. But all acknowledge that the test could trigger long-lasting changes in how promotions are done.

"This is a major initiative, which has been very well-received by the trade," said Burt Flickinger, director at Management Horizons

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