Ad watch: how drug chains are promoting foods - Food Merchandising for Non-Food Retailers supplement

Discount Store News, July 4, 1988

Ad Watch: How Drug Chains Are Promoting Foods

Starting with this issue, Fm is launching a regular ad tracking feature on promotional groceries.

The charts in this section of FM are designed to help our retail readers quickly identify some of the current trends in promoting groceries. In later issues, we hope to be able to include discount and food chains in our ad tracking reports.

We recommend that you use these charts as a tool for measuring and evaluating your current advertising strategies relative to the national market.

At a glance, you should be able to see if your own ad programs include the most frequently advertised brands within the food category.

You should also be able to identify categories where the pricing competition is particularly intense, and that will give you the option of deciding whether you want to "bang heads" with other chains on these categories, or back away from advertising them until the pricing competition eases off.