Editor's note: Jerry Thomas is president of Decision Analyst, Inc., Arlington, Texas.

The rise of scanner data (with its ability to measure the short-term effects of promotions), the growing American corporate interest in profits this quarter (never mind the future after that), and the rapidly increasing media alternatives to tv, radio and print all are working in concert to diminish the perceived value of traditional advertising in the packaged goods categories.Companies with a longer-term perspective, however, will win the marketing wars through the effective use of advertising in the major media. This is not to say that other media (trade shows, sports marketing, the Internet, fax networks, telemarketing, etc.) cannot play an important supplemental role. Here are some thoughts about how best to use advertising in the packaged goods categories:

Testing at the finished stage can help guide final editing or re-editing of commercials or pool-outs, help determine how much weight should be put behind the creative, and provide understanding to help guide campaign evolution and the creation of subsequent commercials.

A couple of final suggestions. Be sure your advertising puts enough emphasis upon your brand name so that consumers will remember it. And, don't forget to give consumers some positive information about your product (i.e., a reason to buy it). Good luck at the supermarket.