TITLE

Redefining promotion role

AUTHOR(S)
Hume, Scott
PUB. DATE
August 1990
SOURCE
Advertising Age;8/13/1990, Vol. 61 Issue 33, p54
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
10484860

 

Related Articles

  • Promotion torch is passed. Hume, Scott // Advertising Age;9/17/1990, Vol. 61 Issue 38, p60 

    Focuses on advertising executives who will be turning their key roles in the growth of the sales promotion sector over the next generation in the United States. William A. Robinson; Bill Davidson; Bud Frankel.

  • Marketing Briefs.  // Marketing News;12/1/1978, Vol. 12 Issue 11, p2 

    Presents an update on issues and events related to marketing in the U.S. as of December 1978. Surveys concerning stamps trading in the country; Information on the Merrill Lynch Financial Survival Test at the New York coliseum in New York City; Launch of the advertising campaign for Charmin...

  • Riding the Tide.  // Promo;2006 Sourcebook, p7 

    Examines the status of the promotional marketing industry in the United States in 2004. Increase in promotional marketing spending among brand marketers; Factors influencing the profitability of the industry; Plans developed by marketers to cope with the challenges caused by various economic...

  • Buzz Gets Louder. Spethmann, Betsy // Promo;Apr2005, Vol. 18 Issue 5, pAR13 

    Reports on the increase in event marketing spending in the U.S. in 2004. Trend in pop-up retailing; Boom in guerilla marketing.

  • Today's Marketing Plan. Ellis, Kathy // American Salesman;Mar2004, Vol. 49 Issue 3, p21 

    Provides tips on establishing a successful marketing plan. Factors to consider in implementing the filtering process; List of activities that must be performed in pursuing a particular marketing plan.

  • Getting Through the Advertising Clutter. King, Ruth // Reeves Journal: Plumbing, Heating, Cooling;Jun2004, Vol. 84 Issue 6, p20 

    Provides ideas on marketing products and services. Ways to professionally leave messages into the house; Essential promotional items; Ways to ensure that the company's name and telephone numbers are in a client's home from year to year.

  • Marketing to look down on. Benady, David // Marketing Week;7/14/2005, Vol. 28 Issue 28, p39 

    Focuses on floor advertising in Great Britain. Research suggesting that customers have a tendency to look downwards when shopping; Concept of in-floor television.

  • Field marketing leagues. McLuhan, Rob // Marketing (00253650);8/13/2008, p29 

    The article discusses the move of several advertising agencies to switch to experiential activity to be abreast with the development of field marketing as well in Great Britain. These agencies are considerably called brand experience agencies, whose events across the country include Nike Run...

  • Chapter 27: The Importance of Marketing. Scott, Jonathan T. // Concise Handbook of Management: A Practitioner's Approach;2005, p195 

    Chapter 27 of the book "The Concise Handbook of Management: A Practitioner's Approach" is presented. It discusses the importance of marketing to a business organization. Marketing mix, which includes product, place, price and promotion, has the purpose of sectioning the business into workable...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics