CONSUMERS TO DECREASE AD SPENDING
By Adnews Staff
Consumers Distributing of Mississauga, Ont., which will close 129 stores within the next eight weeks, plans on decreasing the size of its ad budget significantly, marketing vice-president Steve Ince told Adnews yesterday. Part the reason the ad budget will decline is because Consumers will only have stores in Ontario and Quebec. It will close all of its stores in other provinces. Exactly how much Consumers will spend on advertising in the future is yet to be determined. When asked what ad spending has been in the past, Ince said those budgets are "history," because future spending will be much different. The retail chain spent about $4.3 million on advertising last year, according to ACNielsen estimates. Advertising for Consumers is done by Enterprise Advertising of Toronto. Consumers intends to stay with the agency. Thirty-nine-year-old Consumers was granted protection under the Companies' Creditors Arrangement Act on July 30. Currently, the chain has 216 stores across Canada.