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by Roddy Mullin
Promotional Marketing, 2nd Edition
Cover
Half-Title
Title
Copyright
Contents
List of figures
List of tables
List of briefs
List of case studies
Preface
PART I The context
1 Introduction: Promotional marketing in action…
2 Promotional marketing: How it fits into a business and its marketing purpose
3 The shopper/buyer
PART II So what can you do to promote your brand, your products, your business?
4 Why creativity is key
5 Essential support: Suppliers
6 Media and non-participative promotion: Communications with no promotional offer
7 Shopper/buyer-activated promotions
8 Active promotion: Brand experience, field marketing, sales face to face
9 Everywhere: Promotions
10 The five standard promotional offers
PART III Implementation
11 In-house activity in support of implementation
12 How to use and implement promotions
13 International promotions
14 Promotion and the law
15 Marketing accountability and promotional Insight
PART IV
Further information
Index
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Prev
Previous Chapter
List of tables
Next
Next Chapter
List of case studies
Briefs
0.1
Neuro-Insight report
0.2
App facts
0.3
Extreme promotions
0.4
China in Spain
0.5
Promoting swimming pools
0.6
Young view mobile ads
1.1
What do British shoppers really want?
1.2
Promotional merchandise spend
1.3
Per cent sold on promotion
1.4
£1 pricing
1.5
Loyalty cards
1.6
Myer loyalty
1.7
Feedback from card purchases
1.8
DunnHumby error
1.9
Christian churches
1.10
Face cream samples
2.1
Illustrative business objectives
2.2
Sales in February
2.3
A visit to Oxford Street, London in July
2.4
An adventure travel company
2.5
Olympic Activity!
3.1
Business model where ‘shoppers provide content’ to start-ups
3.2
Don’t assume anything!
3.3
CRM. Customer service
3.4
Segmentation and treatment of the shopper/buyer
3.5
A city financial services firm
3.6
Lidl and Aldi
3.7
Mis-stocking
3.8
Short-term changes
3.9
Future of retail is in ‘bricks and clicks’, says John Lewis
3.10
What will stores of the future be like?
3.11
The super shopper
3.12
Build a business community
3.13
Guinness
3.14
Lucozade
4.1
Generating more sales creatively
4.2
Non-promotional creativity!
4.3
Golden Wonder crisps
6.1
Ad gender facts
6.2
Door drops
6.3
Help to select media
6.4
The new Argos digital ‘bricks and mortar’ outlets
6.5
Ford Fiesta
6.6
Gatwick Airport
7.1
What are the facts on TV and mobile?
7.2
Website search changes optimised for mobile
7.3
Google is changing from an ‘information engine’ to a ‘knowledge engine’
7.4
Google’s top 10 tips for multi-screen site development
7.5
Celebrity influencers
7.6
Influencers
7.7
QR code example
7.8
IKEA app
7.9
Layar
7.10
Zappar
7.11
Autoglass®
7.12
Plusnet
7.13
JCDecaux
7.14
Social media reliability
7.15
Sir Martin Sorrell
7.16
So which retailers use what social media?
7.17
A model for online fashion shopping – Dressipi
8.1
Dyson product recall
8.2
‘Unbelievable’ Pepsi
8.3
The Thompson/TUI digital holiday outlet (at Bluewater)
8.4
New magazine launch
8.5
Increasing professional body membership
8.6
Targeting independent off licences for brands such as Stella Artois and Tennents
8.7
Sunsilk product launch
9.1
British Airways’
9.2
Promotions versus social media
10.1
Sky, Red Letter Days and Virgin voucher offers
10.2
Daily Mail pet insurance
10.3
Insurance products
10.4
A die-cast model bus
10.5
Bye-bye phone cards!
10.6
Flora Marathon
10.7
Midland Bank’s Vector
10.8
Bass
10.9
Online draws
11.1
Developing a time-based tracking system
13.1
The Havas Worldwide Survey
15.1
ROI is not well understood
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