Show 1 Local Grocery PromotIon Lags Nielson Reports f r CHICAGO POI CHICAGO ble dangers to branded merchandise as a result of slackened advertising support by dealers are pointed painted out by the current cur rent rent Nielson Researcher publIcation cation cation of the A C Nielson Corn Com Company pany which declares that while national advertising of ol 23 Important food commodities held at or above 1941 41 during the March February-March i 1942 period retail support lagged Jagged sharply the December Janu January January ary 41 1940 period as says the l 1 Nielson publication advertising or of orthe orthe the above 23 commodities for tor all grocery stores totalled only 32 dur durIng durIng tog Ing the December JanuAry ry 1941 42 period Advertising of the chain stores during that period was at an Index number 99 compared with tile the II pervious year but advertising of independents have dropped to 74 7 Similar declines In 10 the use of displays dis i plays have been noted I Analyses have revealed slug sluggishness sluggishness in local advertising by food and drug dealers says the public atton atlon And note from the chart reproduction that ae ill e reduction In advertising traced trace to the Independent eat ent stores whereas the chains el ef efi effort I i tort fort held up relatively well Neilson Nellson Index records contain many many examples of cases where Isales sales decline dec line have been caused by a reduction In local advertising by dealers The chart reproduced reproduce here herewith herewith herewith i with shows the sales trend of a pop popI popular popular popular ular packaged food Note that the titer I I Independent stores snare Mare of the business was five points approximately approxImately 9 per cent lower as a rt re stilt sult of reduced advertising other sales Influences were relatively unchanged un t changed In this case so that shifts In salt sales 8 appeared directly attributable able to changes in m advertising by retailers While displays ar ax d local adver I using are vital sales Influences to retailers the publication says lt it foes does not necessarily follow that they hey are economical tools for the retailers Their use depends I 1 iely fly ely on their cost In to relation to sales volume and profit margin It says Advertising Age |