Promotional Marketing is any marketing initiative, the purpose of which is to create a call to action that has a direct and positive impact on the behaviour of a targeted audience by offering a demonstrable, though not necessarily tangible, benefit.

IPM definition

So what is the context now for promotional marketing?

It is one of responding to change, primarily in the ways and means of communication; but so much other change is happening to the lives of the consumer, the opportunity for marketers is phenomenal. Whether bringing a new product or service to market or to communicate the changes being made to an existing offer, the retailer/supplier/brand manager has both to keep up to date with shopper/buyer preference (mainly for mobile), ...

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