Promotion
From the beginning, advertising was limited to loval newspapers during major gift-giving seasons. Prime store locations and the selection of prominent merchant agents were considered the most valuable means of promotion. Agents were carefully selected and required to order fresh stock each week. Prominently displayed Russell Stover fixtures were heavily promoted by the agents through window displays and other point-of-purchase material.
Significant national television and print advertising began in 1993, but a prominent fixture program remains at the heart of the company's promotional activities. Today, more than 40,000 permanent fixtures display Russell Stover candies at America's leading retailers. The strongest retailers in the county, both big and small, rely on the everyday fixture program to give them a prestigious anchor to their card, floral, and candy departments.
