Chapter 30. Brand-building consumer promotion

Consumer promotions encompass a wide range of activity. Frequent flier programs—consumer promotion. Coupons in the Sunday paper—consumer promotion. Contests and sweepstakes—consumer promotion. Holiday sales, rebates, buy-one-get-one-free offers, special trial sizes—yes, all consumer promotions. Effectively using consumer promotions requires clarity around objectives, clarity around the target audience, and clarity around brand meaning.

Too often consumer promotions are used simply to temporarily boost sales. These promotions are typically bland coupon programs. Yet, there is so much more to an effective promotion. To be successful, the objective of the promotion must be clearly defined.

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