Unlike some consumer companies, NR has the “flexibility to respond in real time” with the budgeting of communications programs because the company doesn’t depend heavily on TV advertising, said Doolittle. In the new year, the company will leverage more online marketing and social media outreach for its brands, in particular Graco, Dymo, and Sharpie, due to its increasing penetration with consumers and cost-effectiveness, said Doolittle.
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