ABSTRACT
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.
