Reports on promotion through local supermarkets, labor union halls, beauty parlors and sporting goods stores. Promotion included use of free coupon ad.
Online from publication. 7 pages., Merchandiser of fresh produce explains how theater events in a produce department can create fun and excitement and can make memorable impressions on customers.
Online from periodical. 7 pages., Senior merchandiser of a produce wholesaler reports recent examples of successful events and displays in retail marketing of mushrooms and apples. "So, produce world, what will your customers see next when the curtain rises in your department? Create theater, create opportunity, and create sales!"
Kaiser, Harry M. (author) and Schmit, Todd M. (author)
Format:
Paper
Publication Date:
2004-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 144 Document Number: C22325
Notes:
Presented at the annual meeting of the American Agricultural Economics Association, Denver, Colorado, August 1-4, 2004. 24 pages., High increases in media advertising costs have caused a shift away from generic advertising to other promotional activities. A relatively new retail-level promotional activity is the Dairy Case Management Program aimed at improving the management, appearance, and operation of the dairy case. An evaluation of the Northwestern Hudson Valley Market program demonstrated increases in sales volume for both supermarkets/mass merchants and convenience/drug stores. However, the value of volume gains compared with program costs indicates a cost recovery time of over two years. Therefore, program success depends on the implementation of a long-run strategy with continual evaluation.
Describes the development of the use of logoed merchandise, such as hats, in agricultural marketing communications. Includes advantages of the use of headwear in agriculture branding and marketing campaigns.
