In order to have some of its cereals highlighted in a mailing sent out by Safeway, General Mills has agreed to pay a portion of their costs associated with the advertising mailer. General Mills' payment is designed to

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General Mills' payment to have its cereals highlighted in a Safeway mailing is a strategy to facilitate reseller support. By sharing in the advertising costs, General Mills is incentivizing Safeway to promote its products, which is a common practice to strengthen relationships with retailers and ensure better visibility and support for their products in stores.

In Order to Have Some of Its Cereals Highlighted in a Mailing