TABLE OF CONTENTS Within this chapter we have covered the following:
We have looked at below the line media or created communication methods.
This section looks at how sales promotions work, what types exist and what they are good at achieving. By taking an in-depth look at all types ofsales promotions and incentives this section introduces the concept of adding value to encourage either a trial, a sale or a building of loyalty.
This section examines the different types of sponsorships available (programme sponsorship, event sponsorship, person/team sponsorship), weighing the pros and cons of each and looking at the sorts of issues that arise in the planning and implementation of successful sponsorships.
This section addresses the issue of the total way in which goods and services are offered for sale.
This section considers the role of packaging.
This is a comprehensive section looking at the difference between direct marketing and direct marketing communications. By considering the planning, implementation and management issues associated with both functions this section sheds light on the relationship between ...
