Redefining promotion role

Hume, Scott
August 1990
Advertising Age;8/13/1990, Vol. 61 Issue 33, p54
Trade Publication
The article discusses the key challenge of managing promotional marketing in the 1990s, according to William A. Robinson and Alan Maites, executives of sales promotion agency William A. Robinson Inc. The first change marketers need to make is to redefine promotion's role from the traditional short-term inducement to increase sales to both short- and long-term sales inducements that are consistently image- and franchise-building. The decline in effectiveness of traditional promotional techniques makes a shift necessary.


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