Total U.S. annual shopper marketing/promotion/trade support (below-the-line) spend includes two sub-categories. Shopper marketing includes direct-to-trade promotion, slotting allowances, shopper marketing, direct mail/e-mail marketing, and yellow pages. Trade support communications includes experiential marketing/event marketing, branded entertainment/product placement, business-to-business media, search, offline public relations, and custom publishing/site development/native content. Digital investment in trade support communications (which offers more direct consumer connectivity opportunities than shopper marketing) drove shopper marketing/promotion/trade support growth, while traditional shopper marketing offerings such as direct-to-trade promotional allowances and FSI's declined in appeal. Jack Myers TomorrowToday forecasts that trade support investment will continue to grow through 2020.
Scroll down for details to download the full Jack Myers TomorrowToday detailed 45-page 2000-2020 Advertising, Shopper Marketing and Trade Communications Data and Forecasts report which includes 52 above and below-the-line media and marketing categories, with full historic data from 2000 and forecasts to 2020. Registered member company executives can download the report free; non-member companies can purchase the report for $4,950. If you have trouble downloading our report, please email .