OVER THE TOP.(Brief Article)

From: Grocer | Date: August 26, 2000| Author: | Copyright information

The supermarkets are going great guns for PR stunts that turn into tabloid splashes. But are such tactics boring the public and damaging brand credibility

Forget the price wars. The propaganda wars played out on the pages of the tabloids are top of the supermarkets' agenda at the moment. With the media's unrelenting appetite for consumer affairs stories, the supermarkets' PR machines are going great guns and not a week goes by without some publicity stunt or other hitting the headlines.

Over the past month we've seen all the top multiples vying to become supreme consumer ...

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