By the end of this chapter you should:

• understand the role of created communications methods versus commissionable media;

• specifically have gained a clear insight into how sales promotions are planned and implemented, and understand their strengths and weaknesses in different circumstances;

• understand how sponsorship works in its many forms;

• understand the role of merchandising;

• be clear about how packaging fulfils a communications role;

• be clear about the role of direct marketing and direct communications, and have gained a real insight into how to plan, implement and manage a direct marketing communications programme;

• understand the role of the Internet both above and below the line.