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

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

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

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.

Excerpt

This is a book of stories that chronicle promotional feats excellent promotional activities that exceed goals and make headlines. Promotional feats are the first, best, or most powerful advertisements, sales promotions, publicity stunts, sales activities, or displays. Even a product or service can achieve promotional feat status by compelling consumers to buy though its inherent communication.

In this work, which is intended for practicing or aspiring promotion executives, marketing managers, and entrepreneurs, I focus on excellent consumer-based promotion activities. Most promotion events described are for products, although I intend the word product to include services, persons, events, information, entertainment--anything that is marketed.

Most companies mentioned are large manufacturers because they spend the most on promotion and make the news the most. By company I mean all organizations--big, small, service, retail, international, profit, nonprofit.

As an aware consumer and by selling for 32 years, I have gained experience and insight into promotions. I began my selling career at age five by harvesting and marketing digger pine nuts, mistletoe, and blackberries. Now, as president of Tsunami Products, I sell small boats. I am also an associate professor of marketing at California State University in Hayward, where I teach promotion, business communication, sales training, and marketing research. I help small businesses in the San Francisco Bay area with cost-effective promotions and marketing research.

Most of the stories you will read here were gleaned from other . . .

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.