SURVEY SUGGESTS CO-OP AD STRATEGIES

WINDSOR, Conn. -- Results of a survey of consumer recall of co-op print promotions suggest that brand marketers should aim for customized local messages and guide retailers in how to express price offers in their circulars."If I were a brand manager I would understand that consumers respond significantly differently to pricing cues depending on how they are presented," said Joseph Durrett, president

WINDSOR, Conn. -- Results of a survey of consumer recall of co-op print promotions suggest that brand marketers should aim for customized local messages and guide retailers in how to express price offers in their circulars.

"If I were a brand manager I would understand that consumers respond significantly differently to pricing cues depending on how they are presented," said Joseph Durrett, president and chief operating officer of Advo, a direct mail marketing company based here.

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