ABSTRACT
This chapter discusses the steps needed to convert promotion strategies into action. It begins with advertising and explores how to develop a successful advertising campaign. Advertising is but one part of the communications mix; communications is but one part of promotion; promotion is but one component of the marketing mix. Although sales promotion campaigns represent short-term stimulation, they are most effective when used in a long-term framework. Further, sales promotion objectives cannot and should not be developed in a vacuum, but rather should tie in with overall marketing strategies — in particular, with the sales promotion program. From retailers to brokers to manufacturers, a remarkable new marketing tool, the Internet — or electronic commerce — is transforming the way individuals buy and the methods by which companies conduct business. Speed is the essence of promotional success.
