Promotions: adding value or driving sales?

Colin Bunn and Jonathan Banks, from ACNielsen, explore why promotions have superseded media in terms of marketing spend and how to measure if they add value.

Promotions: Adding Value Or Driving Sales?

Colin Bunn and Jonathan Banks ACNielsen

The consumer packaged goods (fmcg fast-moving consumer goods) industry is one of the most dynamic and diverse promotional environments. Here we explore why promotions have...