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Store Wars In-store advertising resides at the low end of the industry’s glamour scale, accounting for less than $5 billion in annual revenue, with much of that going for the physical cost of making and posting signs. But advocates point out that folks, especially in mass-merchandise outlets, typically enter a store with a category need–bulbs, for example–but no strong brand preference. All things being more or less equal, an attractive sign may help the shopper to see the light.
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