SHELF GRATIFICATION

In-pack and on-pack promotions spur sales by promising consumers instant gratification right at the store shelf.But brand marketers know from experience that even simple-looking creative promotions require advance planning and execution.Ask Marty Ordmann, director of sales promotions and special events at Dole Food Co., Westlake Village, Calif. This summer he traveled to plants in the Pacific Rim

In-pack and on-pack promotions spur sales by promising consumers instant gratification right at the store shelf.

But brand marketers know from experience that even simple-looking creative promotions require advance planning and execution.

Ask Marty Ordmann, director of sales promotions and special events at Dole Food Co., Westlake Village, Calif. This summer he traveled to plants in the Pacific Rim to personally supervise the packing of 200 instant-win cans of Dole pineapple p

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