Sales Promotion by David Horchover

By David Horchover

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As many executives in sales promotion agencies have a wide knowledge of all the necessary requirements for organizing a successful promotion, it makes sense to use a ‘‘one-stop shop’’ where advice will be unbiased and enthusiasm high, especially amongst the smaller or newer ones which are anxious to make their mark. How do you find the right agency? The Sales Promotion Consultants Association (see Chapter 9 for contact details) will help put together a folio of work from a number of suitable agencies for clients to view, and a number of specialist journals highlight or feature the work of many in the promotions world.

Others have taken a fixed percentage of their revenue or turnover, based on past tradition or the accepted norm for the industry. Yet others seem to think that by spending in line with, or in ratio to, competitors they will be near enough the right level. Then there are the more enlightened organizations who decide how much will really need to be spent to achieve the clearly defined overall marketing objectives. This latter method is regarded as being the right way, since the others take little or no account of the ability to fund the agreed promotion program and absolutely no account of what the market is doing or the company’s own ambitions in it.

If you are promoting in the Middle East, have a care for the differences in attitudes to women, money, prizes, and alcohol. e. the portrayal of color, sex, attitudes, and lifestyle in print or the media) does nothing to upset local cultures, and ensure that no colors are employed which could give rise to offence. For example, in the Far East white signifies death, while in parts of Africa gold is a symbol of wealth and green a symbol of fertility. Having prepared the ground for the right style of promotion, colors, and support materials, it is essential to know that there are really good, not just adequate, back-up services.

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