Proctor & Gamble redefines 'ad spend' to include in-store signage

Advertising Age: Procter & Gamble has redefined advertising — at least in its financial reports. In an unusual move, P&G is restating 11 years of ad-spending data in its annual report filed Aug. 28. The restatement gives in-store advertising — everything from promotional display boxes to SmartSource instant-coupon machines and Wal-Mart TV — a place alongside other media spending in the nearly $8 billion budget of the world's biggest advertiser.

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