Spreading the Word—Together

In the highly segmented jewelry industry, manufacturers, designers, raw materials organizations, and trade associations provide both individual and combined marketing programs that aim to serve various players' marketing needs. Sometimes costs are shared among all parties. Other times the retailer may receive the benefits of a program free of charge, just for being a good customer. This fall, for example, the promotional group Perles de Tahiti will mount a $1.3 million campaign using major national and independent retailers, says Devin Macnow, executive director of the Cultured Pearl Information Center, who also handles U.S. promotion for Perles de Tahiti. Manufacturers will select retailers to be included in the program, and the cost will be split evenly among Perles de Tahiti, manufacturers, and suppliers. The program will include national advertising in consumer magazines such as

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