A new tool to better plan and control the marketing-activities for the 'outlet' of growing importance

Date of publication: September 1, 1978

Company: Nielsen

Abstract:

The highly important but complicated channel of distribution - the vending machine, has not yet been covered by a market research institute as to the flow of products through it. Of course, we do have distribution data, but no information about turnover or other important and interesting aspects are available. Based on this, the A. C. Nielsen Company has worked on this subject and has developed an instrument with the aid of which it is possible to offer exact and multiple data for this special market. An innovation can be presented in the auditing technique as well as to exactly measure the effect of promotional activities. The first approach in covering this market was made in the field of cigarettes.

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