Chapter 12

How to use and implement promotions

From promotional objective to promotional brief

So how do you implement a promotion? You should have an objective (see Chapter 9) and you have also asked for creative input: ‘who do I want to do what?’ (Chapter 4). Now, how do you work out what it can and cannot achieve? And how do you choose between the many techniques available (Chapter 10)?

The promotional planning cycle looks like that shown in Figure 12.1, and the stages are dealt with in turn. As you go around the cycle in your promotional career, you’ll find that you get better at each of the six elements.

Figure 12.1  The promotional planning ...

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