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    Promotion Marketing Association Airing New Data on Shopper Marketing at Conference

    The trade organization said it will release proprietary research on the relationship between manufacturers, retailers, and consumers at its first conference on the topic.

    The Promotion Marketing Association (PMA) is promising a comprehensive look at best practices in shopper marketing at its first-ever Shopper Marketing Conference, "Making Shopper Marketing Work for You -- a 360* View," planned for May 20-21in Minneapolis, and open to manufacturers, retailers, and agencies..

    The association said it will release proprietary quantitative and qualitative research conducted with Nielsen Business Media, in a report titled, "The PMA Survey on Managing and Measuring Shopper Marketing."

    Findings of this research include the most widely reported benefits of practicing shopper marketing, how to best measure shopper marketing programs, levels of retailer and manufacturer support/collaboration necessary to implement shopper marketing programs, and who should bring shopper insights to the planning table, said PMA.

    Among the other proprietary research to be unveiled at the conference:
    --The latest data and forecasts about how the economy is affecting shopping behavior, from Kim Rayburn, s.v.p., Big Research.
    --How green marketing affects shoppers' attitudes and actions, from Fred Bidwell, president and c.e.o., Malone Advertising.
    --New metrics for measuring shopper behavior, derived from a qualitative study by P.R.I.S.M., Nielsen In-Store, and In-Store Marketing Institute.
    The many scheduled speakers include Rick Abens, director of consumer insights, ConAgra Foods, Inc.; Ted Lueders, director customer marketing, Kimberly Clark Corp.; and Kelly Downey, director, Unilever.

    Registration and a full conference agenda for the PMA Shopper Marketing Conference are available at www.pmalink.org.

    Established in 1911, the PMA is based in New York with its affiliate, the PMA Educational Foundation, Inc.

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