INSIDE
On the moneyPremiums and incentives have to be appropriate, says Paul R. Nelson, of Toronto's FCB/Direct. Page B-3Changing scenePotential erosion of brand image and loyalty have been overshadowed by the pressures of increased competition, according to Camp Odell & Roper's Lori...
On the money
Premiums and incentives have to be appropriate, says Paul R. Nelson, of Toronto’s FCB/Direct. Page B-3
Changing scene
Potential erosion of brand image and loyalty have been overshadowed by the pressures of increased competition, according to Camp Odell & Roper’s
Lori Appleton. Page B-4
Tactical tool
An incentive is a tactical tool to be used only when needed, says Peter Henderson of The Henderson Robb Group. Page B-6
