Introduction: Sales promotion in action - it adds the fun; The extent of sales promotion; Why sales promotion has grown; How to use this book. Part I. The context: Starting with the customer - Customers and their behaviour, The new marketing mix, It's all in the mind of the customer, Managing the brand - influencing the mind of the customer, Sales promotion and ethics, Summary; The business and marketing purpose behind sales promotion - Introduction, Business and marketing objectives, The promotional mix, Value and price, Marketing tactics and strategies, The marketing plan, Case studies, Summary; What sales promotions can do - The 10 core promotional objectives, Case studies, Summary; How to use promotions - From promotional objective to promotional brief, Promotional mechanics, Case studies, Summary; How to be creative - Types of creativity, Creative promotions case studies, Thinking creatively, Creative techniques, Making the most of your idea, Case studies, Summary; How to use suppliers - Sales promotion agencies, Handling houses, Point of purchase manufacturers, Promotional insurers, Specialist printers, Field marketing agencies, Premium sourcing houses, Summary; How to implement a promotion - Budget, Timing, Communication, Logistics, Legalities, A structured process, Implementation, Summary; Self-regulation and the law - UK Codes of Practice, UK law, EU and international law, Case studies, Summary; Marketing accountability and research - Doing market accountability and research, Marketing accountability: how to define success, set KPIs, measure and evaluate promotions, The purpose of marketing accountability, Keeping evaluation knowledge, Research, Market testing, Summary. PART II. Sales promotion techniques: Off-the-shelf offers - Free accommodation, Holiday vouchers, Discount coupons, Two-for-one flights, High street vouchers, Insurance offers, Packaged schemes, Free film promotions, Case studies, Summary; Joint promotions - Planning principles, Sample promotions, Referral coupon promotions, Charity promotions, Loyalty schemes, Phantom partnerships, Case studies, Summary; Price promotions - How prices are set, Segment pricing, Immediate discounts, Delayed discounts, Coupons, Finance deals, Trade price promotions, Case studies, Summary; Premium promotions - On-pack offers, With purchase premiums, Free mail-ins, Self-liquidators, Brand extension promotions, Business gifts, Case studies, Summary; Prize promotions - Competitions, Free draws, Instant wins, Games, Probability promotions, Case studies, Summary; International sales promotion - Types of international promotion, Localizing the global, Case studies, Summary; Self-study questions and feedback - Self-study questions, Summary, Feedback, Further information.
