As US consumer demand falters, the humble money-off coupon -- rather than the high-profile advertising campaign -- is emerging as a new battleground for some of America's biggest packaged goods brands.
Procter & Gamble, the largest US advertiser, said recently that it was "shifting funds, where effective, to coupons and consumer promotions that deliver better value". The group has been battling to stop customers shifting to lower-cost private label rivals.
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