A&C is usually referred to as a “support” for a brand.
A&C covers the two main ways that CPG companies provide marketing support for their brands.
Advertising is the direct-to-consumer advertising that is driven by direct spend by the CPG manufacturer.
Commercial support refers to the payments that CPG manufacturers make to retailers in terms of trade spending. This covers things such as slotting, in-store promotional programs (BOGO etc.), shopper marketing and display advertising.
