Grainger seeks local ad impact

摘要

W.W. Grainger, the nation's largest distributor of supplies for maintenance, repair and operations, announced at its an-nual shareholders meeting last week that it is rolling back its national marketing and launching more local advertising to promote its expansion into new markets. Lake Forest, Ill.-based Grainger's largest national marketing effort has been its sponsorship of NASCAR race car driver Greg Riffle since 1998. This year, Grainger is dropping its NASCAR sponsorship and redirecting marketing dollars to local radio advertising, billboards, events and print.