Designing the appropriate sales promotion

Chris Parry

For sales promotion to attain its maximum effectiveness, it needs to be integrated with all the other relevant communication processes.

Designing the appropriate sales promotion

Two case histories

Chris Parry

For sales promotion to attain its maximum effectiveness, it needs to be integrated with all the other relevant communication processes. However, in any particular case the approach to be followed in the integration process will vary, dependent on the situation of the product in its market and the precise objectives set. This article summarises two case histories, and illustrates how different market environments call for different approaches in multi-media campaigns, with different emphasis on their components.

GAUGING THE effectiveness of sales promotion and other below-the-line activity must surely...

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