Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work

Enhanced descriptions from Syndetics:

Packed with practical examples as well as updated and new case studies, Sales Promotion details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy.Sales Promotion includes new developments in the field, exploring the use of new media such as SMS, MMS, interactive TV and web-based advertising. It also considers the effects of the 2005 Gambling Act, and each chapter features a new interactive self-study question-and-feedback section.Sales Promotion is a core text of the ISP diploma, and the author has utilized graduate feedback to make the fourth edition relevant to students, whilst preserving its status as a potent tool for sales and marketing professionals. Whether your company is a small start-up or an international business, Sales Promotion can help you to get ahead and stay ahead of your competitors.Topics covered include: the purpose of sales promotion; what sales promotion can do for you; how to use different techniques, including joint promotions, price promotions and off-the-shelf promotions; how to implement an integrated market strategy; maintaining a crucial creative edge; the best ways to use suppliers; researching and evaluating your promotion.

Table of contents provided by Syndetics

• List of case studies (p. vi)
• Foreword (p. ix)
• Preface to the fifth edition (p. x)
• Introduction (p. 1)
• Part I
• 1 Starting with the customer (p. 11)
• Customers and their behaviour (p. 11)
• Why do you need to start with the customer? (p. 14)
• The new marketing mix - the offer, the six Cs and matching the customer expectation (p. 17)
• It's all in the mind of the customer (p. 19)
• Sales promotion and ethics (p. 22)
• Case studies (p. 24)
• 2 The business and marketing purpose behind sales promotion (p. 27)
• Introduction to the business process (p. 27)
• The promotional mix (p. 30)
• Business and marketing objectives (p. 33)
• Value and price (p. 36)
• Marketing tactics and strategies (p. 38)
• The marketing plan (p. 40)
• Case studies (p. 42)
• 3 What sales promotions can do (p. 45)
• The 12 core promotional objectives (p. 45)
• Case studies (p. 55)
• 4 How to use promotions (p. 60)
• From promotional objective to promotional brief (p. 60)
• Promotional mechanics (p. 63)
• Case studies (p. 66)
• 5 How to be creative (p. 73)
• Types of creativity (p. 73)
• Creative promotions case studies (p. 74)
• Thinking creatively (p. 77)
• Creative techniques (p. 80)
• Practice makes perfect (p. 82)
• Making the most of your idea (p. 82)
• Case studies (p. 84)
• 6 How to use suppliers (p. 87)
• Sales promotion agencies (p. 88)
• Handling houses (p. 93)
• Point-of-purchase manufacturers (p. 94)
• Promotional risk management companies (p. 97)
• Specialist printers (p. 100)
• Field marketing agencies (p. 101)
• Premium sourcing houses (p. 102)
• Case studies (p. 104)
• 7 How to implement a promotion (p. 106)
• The components (p. 106)
• A structured process (p. 112)
• Implementation (p. 116)
• 8 Self-regulation and the law (p. 118)
• Self-regulation in the United Kingdom (p. 119)
• UK law (p. 122)
• The European dimension (p. 123)
• Case studies (p. 123)
• 9 Marketing accountability and research (p. 127)
• Doing marketing accountability and research (p. 127)
• Marketing accountability: how to define success, set KPIs, and measure and evaluate promotions (p. 127)
• Research (p. 132)
• Case studies (p. 137)
• Part II
• 10 Off-the-shelf offers (p. 141)
• Free accommodation (p. 141)
• Holiday vouchers (p. 143)
• Discount coupons (p. 145)
• Two-for-one flights (p. 147)
• High street vouchers (p. 148)
• Insurance offers (p. 149)
• Packaged schemes (p. 151)
• Digital print (formerly film) and collectables promotions (p. 153)
• Case studies (p. 154)
• 11 Joint promotions (p. 160)
• Planning principles (p. 160)
• Sample promotions (p. 164)
• Referral coupon promotions (p. 164)
• Charity promotions (p. 165)
• Loyalty schemes (p. 168)
• Phantom partnerships (p. 170)
• Case studies (p. 170)
• 12 Price promotions (p. 175)
• How prices are set (p. 175)
• Segment pricing (p. 178)
• Immediate discounts (p. 179)
• Delayed discounts (p. 183)
• Coupons (p. 186)
• Finance deals (p. 189)
• Trade price promotions (p. 192)
• Case studies (p. 195)
• 13 Premium promotions (p. 200)
• On-pack offers (p. 201)
• With-purchase premiums (p. 203)
• Free mail-ins (p. 204)
• Self-liquidators (p. 207)
• Brand extension promotions (p. 207)
• Business gifts (p. 209)
• Case studies (p. 211)
• 14 Prize promotions (p. 217)
• Competitions (p. 219)
• Free draws (p. 224)
• Instant wins (p. 226)
• Games (p. 228)
• Probability promotions (p. 229)
• Case studies (p. 232)
• 15 International sales promotion (p. 238)
• Types of international promotion (p. 239)
• Localizing the global (p. 242)
• Data protection law (p. 244)
• Case studies (p. 244)
• Further information (p. 249)
• Index (p. 256)