Cooperation is the key to getting P-O-P programs into Kmart, according to G2 Worldwide, a New York-based agency that recently began working with the chain.
Santa Claus is becoming a holiday employee at more retailers this year, with Wal-Mart, Kmart and Toys "R" Us all adding St. Nick photo opportunities to their marketing plans.
Kmart teams up with Shaquille O' Neal this week for a campaign hyping the NBA superstar's line of athletic shoes. Kmart, Troy, MI, operates 1,512 stores in 49 states.
Universal Pictures'
PepsiCo., Kellogg Co., Procter & Gamble, Burger King, Rayovac, the United States Postal Service, MasterCard, Kraft Foods, J.M. Smucker Co. and Hershey Foods have been making