@Colgate proudly increased trade promotions spending. Colgate said, “The old adage that trade promotion spending is bad is no longer true in this age.” Trade promotions spendings is when companies direct money at retailers to pay for temporary price reductions, off-shelf display, signage, ads in circulars, etc. to increase demand for products. According to conventional wisdom this only delivers short-term gains and increases consumer price sensitivity (eroding brand equity). However, Colgate says improved analytics has allowed for more targeted and effective spending. Furthermore, @TABSGroup found that it can actually “expand brands and categories long term.” -  Link