How to use and implement promotions
Taking the promotional objectives seriously means quantifying what the promotion is expected to achieve. This chapter looks at the nuts and bolts of implementing a promotion: budget, timing, communication, logistics and legalities. Money for promotions comes from the same budget as money for every other part of the promotional mix, though money for price promotions may be accounted for differently. Sales promotions are often run to meet short-term market needs. They must also work with the lead times of intermediaries and suppliers. The chapter also looks at the three three-stage cycle: thinking possible solutions to the promotional brief, developing leading concepts in outline form; and developing the top concept into an operational plan. It presents case studies to illustrate the selection of promotional objectives and the way they make the link between business objectives and promotional mechanics.