SURVEY OF VENDORS LINKS NAME LOYALTY, PROMOTIONS

Are brand marketers detecting greater benefit from their trade promotion activities? Are they really equipped to judge?A new survey by Nielsen North America indicates that increasing numbers of consumer packaged goods manufacturers view trade promotions as beneficial to brand loyalty. How they know this is less clear, however, since most also say they lack adequate expertise in promotion evaluation."We've

Are brand marketers detecting greater benefit from their trade promotion activities? Are they really equipped to judge?

A new survey by Nielsen North America indicates that increasing numbers of consumer packaged goods manufacturers view trade promotions as beneficial to brand loyalty. How they know this is less clear, however, since most also say they lack adequate expertise in promotion evaluation.

"We've made so much noise about the problems with trade promotion that it oft

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