Readers instinctively understand that every topic is not equally adaptable to narrative treatment. You could read about Tiger Woods for a month, for example, and not improve your golf game by a stroke. In promotional marketing, however, the opposite is true. The marketer’s tool kit only holds so many tricks, and many are careworn from repetitive use. That means you can learn tons about executing a sales promotion by reading a book, if you find the right one. Good news: this is that tome. Combining their many years of experience, Steve Smith and Don E. Schultz adroitly blend the practical with the strategic. Their book is packed with budget tips, planning advice and execution checklists. getAbstract.com recommends this comprehensive, insightful review even for battle-scarred veterans of the promotional wars. For new arrivals, here’s the marketer’s promo tool kit, ready to go.
In this summary, you will learn
- How to use every trick in the promotional marketing book;
- How to avoid the pitfalls of sales promotions; and
- How to plan, budget and execute promotional marketing programs.
About the Authors
Steve Smith is the founder of Creative Marketing Services, a consulting firm serving many major brands. His career spans 25 years of marketing on behalf of Fortune 500 brands. Don E. Schultz is professor of Integrated Marketing Communication at the Medill School of Journalism at Northwestern University, and president of Agora, Inc., a marketing consultancy. He is the co-author of 13 books including Essentials of Sales Promotion.