Promotional Feats: The Role of Planned Events in the Marketing Communications Mix

Synopsis

This volume offers a lively and comprehensive treatment of promotional feats--publicity efforts that generate positive and extensive media exposure and thereby enhance sales. The author shows how these planned events can have a dramatic impact on consumer behavior if they are developed and executed carefully, describes the various types of promotional feats and how to implement them, and includes numerous examples of successful consumer-based activities.

Additional information

Contributors:
Includes content by:
  • G. E. Belch
  • M. A. Belch
Publisher: Place of publication:
  • New York
Publication year:
  • 1991