Hidden Danger

In this introduction to Admap’s ‘Focus: retail promotions’, the author comments on the remorseless rise of retailer power at the expense of brand-building advertising.

Hidden Danger

Charting the icebergs, avoiding danger

It has long been widely recognised that especially in fmcg markets advertising is merely a small part of the total marketing budget. A substantial proportion goes into consumer promotions, together with other forms of publicity (such as PR and sponsorship), so that what is usually thought of as the marketing budget now splits at least 60:40 in favour of 'below-the-line' activity. A further sum of cash consists of money spent on the retail trade, so that advertising may be only around 25% of the...

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