Am klassischen Handzettel führt heute im Handel kein Weg vorbei. Er ist das Medium mit der größten wirtschaftlichen Bedeutung und die günstigste Form der Angebotskommunikation im Lebensmittelhandel bei gleichzeitig größtem Werbeeffekt. Noch, denn mit der fortschreitenden Veränderung der Mediennutzung werden digitale Medien immer mehr an Relevanz gewinnen. Nach Einschätzung der Händler wird der Handzettel aber nicht gänzlich verschwinden, sondern für ein Grundrauschen in der Handelswerbung sorgen. So kommt es in Zukunft mehr denn je auf die richtige Orchestrierung des Mediamixes an. Das ergab die aktuelle Studie „Die Zukunft der Angebotskommunikation im LEH“, die das EHI im Auftrag von Bonial Deutschland oppirasnboxz mrb.
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