TITLE : SALES PROMOTION: HOW TO CREATE AND IMPLEMENT CAMPAIGNS THAT REALLY WORK.

 Contents
 
 Introduction................................................9
 
 1. The Promotional Mix......................................11
	The extent of sales promotion 11; The marketing
	context 14; Five promotional tools 16; Defining sales
	promotion 17; Three promotional benefits 18; Proud
	to offer extra benefits 19; Reasons for extra benefit
	offers 21; A tactical approach 22; A strategic
	approach 23; Summary 24
 
 2. How to Devise a Promotion................................25
	The brief 25; Identifying the task 26; Setting the
	objectives 26; The target 36; Setting the budget 36;
	Identifying the key factors 39; Evaluation criteria 40;
	The mechanics available 40; Summary 43
 
 3. Offers That Sound Great But Cost Little...................44
	Free rooms in the UK 44; Free rooms overseas 46;
	Holiday vouchers 47; Free accommodation 49;
	Discount coupons 50; Million pound competitions 51;
	Free film promotions 53; Insurance offers 54;
	Summary 56
 
 4. Getting Someone Else to Pay...............................57
	Identifying a joint market 57; Planning principles 58;
	Identifying likely partners 59; Identifying mutual
	needs 61; Types of joint promotion 62; Summary 67
 
 5. Being Creative With Price.................................68
	Determining the price 69; Immediate discounts 71;
	Delayed discounts 73; Coupons 76; Summary 81;
	Notes for guidance on coupons 81
 
 6. Being Creative With Finance...............................84
	An old promotional tool 84; Generic credit cards 85;
	Branded credit cards 86; 0 per cent finance deals 87;
	Summary 90
	
 7. Profiting From Gifts and Premiums.........................91
	Putting across your identity 91; Cost versus perceived
	value 95; Premium promotions 96; Immediate
	free premiums 96; Delayed free premiums 98;
	Self-liquidators 101; Profit-making promotions 103;
	Shell catalogues 104; Gift or bribe? 104; The tax
	position 105; Summary 106
 
 8. Profiting From Charities and Sponsorship...................107
	Finding out what they want 107; Selecting the
	market 108; Types of promotion 110; Summary 111
 
 9. Profiting From Prize Promotions............................112
	The four types of prize promotion 112;
	Competitions 114; Free draws 120; Lotteries 122;
	Games 122; Summary 123
 
 10. Profiting From Incentives.................................124
	Incentives and motivation 124; Structuring
	an incentive 126; Choosing the benefit 128;
	Communicating the incentive 128; Summary 129
 
 11. Every Business Can Use Sales Promotion....................131
	Retailing 131; Industry 133; Services 134;
	Summary 136
 
 12. How to Implement a Promotion..............................137
	Stage 1. Brainstorming 137; Stage 2. Outline
	development 139; Stage 3. Detailed development 143;
	Contracts 145; Summary 145
 
 13. DIY or Agency?............................................146
	The sales promotion agencies 147; Choosing an
	agency 149; Developing a relationship 152; Giving
	the brief 153; What it costs 153; Support services 154;
	Summary 155
 
 14. Doubling the Impact at No Extra Cost......................156
	Defining creativity 156; How to be creative 157;
	Creativity in practice 158; Summary 159
 
 15. Research and Evaluation...................................160
	Research objectives 160; Desk research 164; Field
	research 166; Market testing 167; Summary 167
 
 16. Legal, Decent, Honest and Truthful........................168
	The Code of Practice 168; The legal framework 169;
	Other guidelines 170; How to check a promotion 172;
	Summary 173; The British Code of Sales Promotion
	Practice 173
 
 17. Notes and Bibliography....................................193
 
 18. Useful Addresses..........................................196
 
 Index.........................................................199