TY - SER AU - Seth Meera TI - When the Tail Wags the Dog PY - 0000///0 CY - Business World PB - 24-30 Oct 2000 KW - Case Study -Advertising, N2 - Today the market is full of incentives on consumer goods. The basic human psychologyHas become incentive minded. The retailer is gaining importance because the consumables are found to be sold more through him and not depend on brand or quality.For this it is suggested that advertising through Television or elsewhere is the best media for sales promotion.If the brands depend on retailers for sales promotion their demands continue to grow for more and more free gifts or other incentives.With increase in different brands and the incentives of consumers towards retailers advise on goods and his push the production companies have no choice but to increase incentives and advertise other products for more competitive sales UR - http://192.168.6.13/libsuite/mm_files/Articles/AR3381.pdf ER -