It's good news for Shopper Marketing agencies like birdsong gregory when national brands declare the continued need for increased spending on advertising, in-store promotion, shelf signage, coupons and packaging. Turns out the recession has persuaded many shoppers to "trade down" to private label store brands and the big guys are feeling the heat. We'll see increased spending on traditional advertising, but I suspect investments at the shelf level will see the biggest jump as brands employ shopper marketing strategies and increase consumer promotions to lift sales.
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