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Search, display should be used together to drive sales
Imagine that it's 1975, and you are the brand manager for a novel kind of deodorant. Both the product and the TV commercial test well, but consumers simply aren't finding it on the shelf. So you come up with the great idea of offering the retailers money in exchange for preferential shelf space.
It works -- the product starts to move. You can measure the return on your investment: turn the trade dollars on, sales go up, turn them off, sales go down. You think, "I'd better find a way to keep that investment up year-round," and come budget time, you negotiate a separate line for trade promotion. The problem is, so has your competitor. And overall, the consumer isn't buying any more deodorant.
Read the article in Advertising Age
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