One reason manufacturer-supplied POP materials go unused by retailers is that they merely serve to transfer sales from one brand to another but do not increase the retailer's overall sales and profits for the product category.

Question

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Manufacturer-supplied POP materials may promote one brand over another, but they may not necessarily increase the overall sales and profits for the product category as a whole. Therefore, retailers may choose not to use them.

One Reason Manufacturer-Supplied POP Materials Go Unused by Retailers Is