ACNielsen sees promotion shift

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The $70 billion promotion industry is diverting more trade dollars toward the consumer, using vehicles such as advertising and frequent shopper programs, according to findings from the ACNielsen Seventh Annual Trade Promotion Practices Survey. Off-invoice allowances continued a downward slide to 36% of trade promotion spending vs. 50% pre-1995 levels, and local merchandising funds now account for 60% of trade promotion expenditures, Nielsen said.

Copyright May 1997, Crain Communications Inc.

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