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In the jargon, above-the-line spending drives brand "awareness" (probably on television) or "consideration" by a consumer planning a purchase (probably in a newspaper).
By modeling the impact of these factors on the brand portfolio, Diageo has been better able to match its resources with the brands that have the most growth potential so that it can specify the strategies and investments each brand manager should develop, says Jim Moseley, senior vice president of consumer planning and research for Diageo North America.
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festive taste tests this year reveal the "must-have" mince pies and champagne for consumers planning their Christmas food shopping spree.
But how will higher commo-dity prices affect consumers planning to pick up a gold bracelet or gold cufflinks as holiday gifts?
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Festival has parallels as well with the retail season billed as resort or cruise, the antiquated concept once aimed at older, affluent consumers planning their late-winter getaways.
A survey turned up the fact that the number of consumers planning to buy a Nissan had hit a six-year low.
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CEO of Professional Science Editing for Scientists @ prosciediting.com