Note: Bold entries refer to headings, briefs, case studies or particular sections where the word or phrase is mentioned numerous times.
Aakers 230
Advertising Regulations Act 272
Advertising Standards Authority (ASA) 12, 13, 169, 205, 211, 272–275, 279–282, 299
Adyen 4
Air Miles (now AVIOS) 153, 190
Always on Real Time Access (AORTA) 98
American Adventure Theme Park 148
Anchor 121
Apps xvi–xviii, 8, 23, 72, 98, 106, 113, 242, 260
Artificial Intelligence (AI) xviii
AR, Augmented Reality xvii–xviii, 8, 96, 106, 113
Arc Worldwide 140
Arla Foods 121
Asda 9, 82, 149, 166, 172–173, 218, 254
attitude xx, 7, 8, 10–12, 13, 17, 32, 35, 41, 92, 138–139, 173, 229, 285, 288, 292
Autoglas 107
Awareness – trial-reinforcement (ATR) 11
(B2B) business to business xv, xx, xix–xx, xxii, 3–6, 12–13, 14–22, 25–26, 30–32, 37, 39–44, 46–47, 52, 56–57, 68, 93, 283, 293, 303
Barclays Bank 14
BBC 158
behaviour xv, xx, 7–8, 10–13, 17, 25, 27, 38–41, 43, 54, 72, 91, 108, 111, 137–143, 218, 228–229, 233, 235, 239, 264, 268, 271, 285, 292
Benetton 264
Blippar 113
Bloomberg 217
Blue-Chip Marketing Consultancy 249, 251
BMW 32
Body Shop, The 132
BOGOF ‘buy one, get one free’ 93, 166, 175, 180, 256
Bomline xviii
‘bonding with the brand’ 46, 165, 191
Boost Mobile 270
Boots 9, 16, 104, 131, 149, 171, 202
‘bounce-back’ offer 5, 8, 11, 97, 104, 110, 151, 154
brand experience 11, 12, 24, 36, 76–77, 114–116, 119, 123–124, 139, 303
brand extension promotions 183, 193, 198, 203
brand finance xx
brandgram xx, xxii, 18, 22, 28–29, 39, 46–47, 93, 96, 103, 125, 160, 171, 194–195, 198
Branson, Sir Richard 131
British Airways 132
British Codes of Advertising and Sales Promotion 204
British Heart Foundation 164
British Population Survey (BPS) 87
British Premium/Promotional Merchandise Association (BPMA) 54, 169, 254
British Telecom (BT) 115, 157, 164, 167–168, 199
Bronto 39
Brylcreem 46
budget control 68
Burger King 167
Burton 123
business gifts 199–200, 203, 241
business objectives 14–18, 22, 25, 141, 192, 231, 234, 236, 249, 251
Butterkist 79
Cadbury’s 43, 71, 132, 208, 219, 289
Camelot 212
CAP Code xxii, 13, 273–275, 281
Charities Aid Foundation 91
Chartered Institute of Marketing (CIM) xvi, 300
Chartered Institute of Public Relations (CIPR) 91
Clarins 121
Clarke Hooper Consulting 253
Clearblue One Step 202
CMA (Competition and Markets Authority, formerly OFT) 275
Code of Sales Promotion Practice 13, 248
collector promotions 129–130, 133, 139, 163–164, 167
Comet 138
communication (one of six Cs) 37
communication canvas 19, 28–30, 87, 233, 237
competitions 6, 110, 123, 137, 166, 204–207, 209–210, 213–214, 238, 269, 275–276, 279
competitive differentiation 172
concept (one of 6Cs) 37
Concho y Toro 200
consistency (one of 6Cs) 37
Consumer Credit Act 186
consumer packaged goods (CPG) 90, 105
‘container’ promotions 137
Continental 155
Continuity Company 253
convenience (one of 6 Cs) 37
cost (one of 6 Cs) 37
coupons xvii, 6, 15, 23, 25, 39, 70, 77, 80, 82, 92, 126, 129, 131, 137–140, 147–149, 159–160, 162–164, 179–184, 187, 192, 195, 241, 243, 250, 267, 285, 290, 302
cover mount 39
creative techniques 58
creativity 12, 51–63, 67, 92, 114, 124, 171, 179, 210, 221, 236–237, 272
customer relationship management (CRM) xix, xxiii, 33, 118, 124
Customs and Excise 213
CVM, core visual mnemonic 27, 35, 38
Daily Express 251
Daily Telegraph 148
data xviii, xix, 3–4, 7, 9, 13, 16, 19, 25, 27, 35, 39–40, 70–72, 74, 76–78, 81, 85, 87, 88, 92–103, 97, 101, 103, 122, 157, 160, 165, 191–192, 210, 226–229, 231, 265, 280, 285, 287–291, 293–294
data protection xxii, 268, 280
‘dealer loaders’ see business gifts
Deep Pan Pizza 147
delayed discounts 179, 181–182
demonstrating 115–117, 209, 278
differential advantage 63, 143, 233
direct mail xxii, 5–6, 14, 38, 66, 70, 84, 86, 92, 142, 157, 168, 182–183, 209, 211, 241, 243, 253, 256, 272, 275, 278, 283
direct marketing 6, 15, 18, 21–24, 87, 91–92, 109, 111, 114, 126, 240, 245, 276, 284, 300
Direct Marketing Association (DMA) xxiii, 64, 92, 109, 243, 300
discovery foods 81
distribution chain 54
Donald Russell 131
dunn-humby 10
EACA xxiii
EASA (European Advertising Standards Alliance) 277
Economist, The 95
Ehrenburg Model 11
Engram xx, xxii, 9, 11–12, 19, 27–29, 31, 35, 37, 39, 46, 85–87, 89–90, 94, 96, 103, 110, 113, 115, 117, 120, 125, 138, 160, 171, 191, 226–227, 230–231, 284
Eurostar 13
evaluation see research
Eversheds xxiii, 62, 132, 199–200
excess share of voice (ESOV) xx, 12, 30, 38, 46, 126, 227
extra fill packs 133, 137, 178, 237
Faber & Faber 128, 215, 219–220
Facebook xvi, 35, 80, 88, 101, 103–104, 110–111, 122, 229, 261, 279–281
FatFace 172
field marketing xvi, xxii, 7, 17–18, 23, 76–77, 83, 114–115, 160, 195, 244, 303
Financial Times 148
Flora 164
Flymo 167
Forrester Research 41, 100, 108, 260
Fosters 147
free draws 137, 204, 206, 209–212, 275
Freudenberg Household Products 216
Gale’s Honey 129, 133, 191, 196, 216
Gambling Act 2005 204, 213, 276, 279
Gaming Act (1968) 213
Gaming Board 213
Gatwick Airport 94
GDPR (data protection) xxii
‘gift with purchase’ (GWP) 122, 194–195
Global Loyalty Pty Ltd 33
Google xvi–xvii, 102–103, 106–107, 110, 113, 259
Great Singapore Duck Race 271
Guinness Book of Records 198
handling houses 69–71, 76, 83, 183–184, 240, 248
‘Hayfever Survival’ campaign see Kleenex
Henkel 139
HFSS (high in fat salt or sugar) xxii
high street vouchers 149
HMV stores 156
Housecall xviii
HSBC 173
IAB (Internet Advertising Bureau UK) 99, 101
iMotions 35
implementing a promotion; 231, 239, 254; budget 239; communication 242; legalities 244; logistics 243; process 245; timings 241
‘in-pack’ promotion 193
Incorporated Society of British Advertisers (ISBA) 64, 66–67, 301
Insight xv, xviii, xxii, xxiii, 3–4, 12, 14, 16, 18–21, 27, 34–36, 38–39, 45–46, 80, 85, 88, 93, 96, 103, 225–229, 231–232, 273, 283, 287–295
Institute of Practitioners in Advertising (IPA) 84, 86–87, 90, 283, 301
Institute of Promotional Marketing (IPM) xiii, xvii, xix–xxi, xxiii, 6, 9, 22, 29, 43–44, 63–64, 66, 69, 87, 95, 111, 113, 120–123, 155–156, 182, 201, 205, 211, 216–217, 240, 243, 282, 288, 291, 301
Institute of Purchasing and Supply, Chartered 300
Institute of Sales Promotion (ISP) see IPM
Insurance 5, 32, 65, 70–76, 136, 117–118, 144, 147, 150–152, 154, 158–159, 197, 211, 214–216, 221, 277, 302
‘integrated marketing’ 24–25, 66, 262
intermediaries 23, 57, 126, 128, 133–134, 172, 181–183, 220, 236, 241–242, 268, 274, 288
intermediary support 127, 133, 238, 286
international promotions 12, 256–271
internet xvii, xxiii, 7, 18, 24, 26, 37–38, 62–63, 78, 84–86, 92, 99–102, 107, 109, 127, 148–149, 169, 184, 199, 241–242, 257–261, 264, 273, 276–277 291–292
Internet Retailing 99–101, 259, 291, 294, 303
Intersport 97
IPC 194
Jacob’s Club 130, 167, 253–254
JCDecaux 108
Jet 138
joint promotions 24, 72, 131–132, 159–170, 248, 288; charities 163; loyalty schemes 165; phantom partnerships 166
Kerrygold 82
key performance indicator (KPI) 23, 233–234, 236, 239, 245, 248–249, 255, 283–288, 295
Law xxii, 55, 62, 93, 114, 152, 167, 172, 199, 205, 213, 221, 236, 244, 263–265, 267–268, 272–282, 299; Data Protection xxii, 268, 280; EU 267, 277; UK 276
Lee & Perrins 131
Liberal Democrats 160
Listerine 44
Lloyds Bank 151
London Business School 176
Lotteries and Amusements Act (1976) 204
loyalty schemes 9, 135, 152, 160, 165–167
Mail Order Traders’ Association Code of Practice 275
mail-in premiums 137, 243, 290
marketing accountability 20, 234, 239–240, 249, 283–289, 295
Marketing Agencies Association (MAA) xxiii, 64–67
marketing department xv, 68, 266
marketing objective(s) 13–17, 22, 24–26, 39, 54, 57, 67, 127, 129, 231, 233–235, 237, 239, 245–246, 249, 283, 286
marketing mix see Offer, the
Marks & Spencer (M&S) 16, 36, 150, 172, 211
Maxwell House 128–129, 140–141, 216
MEAL 132
‘mechanics’ see promotional mechanics
‘member get member’ schemes 134
Merchandising 6, 99, 115, 117–118, 126, 232
Mintel 291
mobile xv–xix, xxi–xxii, 3, 5, 7–8, 12, 15–16, 18, 23–24, 26, 30, 33, 37, 43, 51, 72, 84–86, 90, 92, 97–113, 117, 125–127, 136, 148, 152, 179, 182, 206, 219, 242, 258–261, 270, 273
Momentum xvi
Mullin, Roddy xxii, 23, 29, 76, 85, 115, 244, 284, 292, 303
Music for Schools 130
National Audit Office (NAO) i
National Lottery 72, 167, 169; see also Lotto
Near Field Communications (NFC) xviii, 98, 113
‘near-packs’ 138, 194–192, 200–201, 203
needs see customer needs
New Zealand Herald 82
Nike 90
Norweb 138
NSPCC 160
Offer, the (6Cs) xxii, 12, 18–19, 22, 33, 37–38, 47, 125, 127–128, 139, 171, 233–234, 237
off-the-shelf offers 68, 144; discount coupons 147–148; free accommodation 144–145; high street vouchers 149–150; holiday vouchers 146–147; insurance offers 150–151; packaged schemes 152–153; plants, print and collectables promotions 153–154
OFT now CMA (see above) 10, 136, 275
Ogilvy xvii
on-pack offers 153–154, 193–195, 203, 206
opportunities to apply (OTA) 153–154, 240–241, 266
Oracle 41
Orange 11
Outdoor Media Centre (OMC) 89
Oxo 164
P&MM services 157
partnerships see joint promotions
‘partnership sourcing’ 64
Peperami 113
Persil 163
petrol promotions 138
phantom partnerships 160, 166–167, 169
Pilot Fashion 147
PIMS-SCA 73–75, 79–82, 216–219, 271, 301
Plusnet 108
Point of Purchase Advertising Institute (POPAI) xxi, 36, 71–72, 302
point of purchase manufacturers 71
POP 71–72, 83, 117–118, 167–168, 227, 244
POS material 91, 117, 120–121, 140, 155–156, 200
premium promotions 193; brand extension promotions 193, 198, 203; business gifts 199–200, 203, 241; free mail-ins 80, 136, 164, 192–193, 195–197, 203, 206; on-pack offers including covermounts 153, 193–194, 203; self-liquidators 193, 197–198, 237–238; with purchase premiums 193–195
price xvii, xxi, 4–5, 7–10, 14, 16, 31–32, 40–41, 43, 64–65, 79, 88, 110, 115, 121, 127–128, 133–139, 143, 145, 147, 153–155, 157, 160, 166, 168–169, 171–178, 181, 184–188, 190–195, 198, 201–203, 216–217, 219, 231, 237–239, 244, 253, 267, 276, 278, 281; discounts/discounting 10, 70, 101, 106, 129–130, 135, 148–150, 152, 157, 159, 171, 174–179, 182, 188, 193, 287; segmentation, segment pricing 32–36, 40, 113, 171, 173–174, 192, 226, 235, 258; setting 171
price promotions 4, 88, 128, 136–138, 143, 169, 171–175, 186, 192, 239; coupons 181; delayed discounts 179; finance deals 184; immediate discounts 174; segment pricing 173; trade price promotions 186
pricing policies 172; psychological 172; segment 173; value 172
Prince’s Trust 156
printers see specialist printers
prize promotions 203–221, 270, 274, 276, 278, 291; competitions 205; free draws 209; games 212; instant wins 212; probability promotions 214
Procter & Gamble 137–138, 166, 170, 193, 201, 293
profile see customer profile
promotion agencies 62, 64–67, 83, 234, 242, 289, 292
promotional brief 233–234, 239, 245, 247, 255, 285
Promotional Campaigns Group 141, 251
Promotional Handling Association: Code of Practice 275; promotional insurers 83; over-redemption insurance 74, 79
promotional objectives xxii, 39, 51, 54, 56–57, 59, 63, 88, 127, 139, 143–144, 159, 202, 209, 221, 234, 237, 249, 253–254, 263, 283, 286; list of 12 core 127
promotional offers xxii, 12, 15, 19, 59, 71–72, 98, 133–134, 138, 143, 144–221, 225, 231, 284, 288, 292; off-the-shelf 144; joint 129; price 159; premium 193; prize 203
Promotional Sourcing Association
Code of Practice 275
publicity xxii, 23–24, 38, 91, 125–126, 131, 151, 163, 170, 207–208, 215, 284
questionnaires 292
Red Bull VIP Trip 110, 275, 278, 281–282
Red or Dead 147
Red Eye xxii
redemption rate 153–154, 181, 183, 192, 198, 203, 240–241, 248–249
redemption systems 183
reduced price offers (RPOs) 177–178
referral coupon promotions 162
relationships see customer relationships
repertoire purchasing 129
research xv–xviii, xx–xxiii, 3, 6–7, 9, 14, 19, 24, 27, 32, 34–42, 52, 85–89, 91–92, 95, 99, 107, 109, 111–112, 121, 123, 139, 155, 165, 171, 203, 226–229, 234, 243, 247, 253, 257, 259, 283, 287–295
response rate 23, 50–51, 67, 69, 161, 245, 249–250
Retail Bulletin 9
retailers xxii, 21, 33–34, 39–41, 72, 77, 85, 107, 110, 112, 117, 127–128, 133–134, 138, 148–149, 158, 168, 171, 175–179, 182, 184–190, 194, 200, 209, 211, 216, 220, 227, 244, 258–259, 267–268, 270, 294, 302
return on investment (ROI) xxi, 42, 85, 115, 122, 124, 139, 142, 172, 217, 283, 295
risk management see promotional insurers
Right Guard 139
Royal British Legion 160
Ruddles 147
SAGA 145
Sainsbury’s 81–82, 141–142, 166–167, 190
Sakaré 11
sampling 53, 77, 115, 116–118, 124, 128, 141, 160, 167, 194, 237
Sandisk 281
Screwfix 41
Scrumpy Jack 142
segmenting 226
self-liquidator promotion (SLP) 197
Shell 54, 130, 133, 138, 153, 168–169, 262–264
Shelter 164
shopper marketing xviii, xxii, 12, 65, 226, 303
Shredded Wheat 252
Sir Martin Sorrell 110
SKU (stock-keeping unit) 40
Sky 150
SMART criteria 15
Smithkline Beecham 196
SMS 18, 23, 73, 92, 98, 100, 111, 113, 142, 182, 219, 260
Social Media xvi, xviii–xix, xxiii, 3–4, 7, 14, 16, 18–19, 23, 27, 30, 35, 37, 41–42, 45, 90, 92–93, 97–98, 100, 103, 109–113, 122, 125–126, 139, 152, 171, 226, 228, 231, 260, 261, 279, 284, 287, 292
SoLoMo 98
Spillers Petfoods 72
Stella Artois 120
Sunday Times, The 213
Sunsilk 120
Sun, The 156–157, 169, 213, 221, 281
suppliers giving promotional assistance 64–83
Swatch 132
Talk Radio 251
Taylor Nelson Soffres (TNS) 259
Tesco 9–10, 81, 138, 166, 190–191, 230, 236
text messaging see SMS
Tony Stone Images 269
Topshop 37
trade price promotion 186, 192
trial promotions 128
Triangle Communications 140, 219–220
‘tribal marketing 160
Triumph 99
Twitter xvi, 7, 21, 101, 103, 110–111, 229–230, 261, 280–281
UCI Cinema 157
Unilever 44, 96, 113, 139, 170, 289
University of Westminster xxiii
UPC (universal product code) 36
Urban Outfitters 16
URL (uniform resource locator) 40
USP (unique selling point) 43, 116
Valassis 139, 182–184, 202, 241, 302
Value Added Tax (VAT) 200, 241, 265
value for money marketing 23, 85, 284, 260, 303
value promotions 130–131, 133, 136–139, 143, 190, 192, 237
Vileda 216
viral marketing 41
Visible Vault 270
Visit Scotland 217
Walkers Crisps 169
Wal-Mart 173
Warner Bros 147
Wauwaa 30
websites xv–xviii, 12, 22–23, 45, 64, 66, 78, 93, 98, 100, 103–104, 107, 146, 149, 150, 243, 248, 265, 293
Westfield Shopping Centre 98, 147
Williams, Alison xxii, 76, 115, 244
Willott Kingston Smith (WKS) 22–23, 109, 240
Worcestershire sauce 131, 191–192
Youth Hostel Association 147
Zappar 106
Zara 16
3.138.36.38