Chapter 1

Introduction

Promotional marketing in action…

… is a sequence of promotional messages along the shopper/buyer journey that adds fun, rewards, stimulates excitement and spontaneity and persuades the minds of shoppers/buyers (and even retail therapists!) to reach a tipping point – and buy!

What effect do promotions have on the shopper/buyer?

Put simply: all marketing communications build a shopper/buyer’s mind file, and research shows that six communications are needed along the journey to purchase before the decision to buy is taken! Adding a promotion to each of these communications does what it says above.

Shopper/buyer Insights now show that, unsurprisingly, on the journey to purchase, the shopper/buyer builds up a ‘mind file’ on ...

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