Contents -- List of figures, tables, case studies and briefs -- Preface -- Part One The context -- 01 Introduction -- Promotional marketing in action -- The extent of promotions -- Why promotions have grown -- How to use this book -- 02 The shopper/buyer -- The increased power of the customer -- Segmenting -- Target shoppers and insights -- Reacting to the shopper -- The shopper's engram and 'mind file' -- How shoppers shop -- Loyalty, attitude and behaviour -- The effective use of data -- The customer trigger, purchase stages and category interest -- Encounters with advertising -- B2B buyers are shoppers too -- Summary -- Self-study questions -- Part Two What you can do to promote your brand, your products and your business -- 03 Why creativity is key -- Types of creativity -- Thinking creatively -- Creative techniques -- Practice makes perfect -- Making the most of your idea -- Innovation as an extension of creativity -- Summary -- Self-study questions -- 04 Essential support: suppliers -- Promotion agencies -- Handling houses -- Point-of-purchase manufacturers -- Promotional risk management companies -- Specialist printers -- Field marketing and brand experience agencies -- Premium sourcing houses -- Summary -- Self-study questions -- 05 Non-participative promotion - communication with no promotional offer -- The media -- Measuring effectiveness -- The media and channels -- Message location -- Non-direct communication -- Targeted message media -- Implementation -- Summary -- Self-study questions -- 06 Shopper/buyer-activated promotions -- Overview -- What are the facts? -- The impact on marketing -- Social media -- Websites and e-mails -- Mobile marketing -- QR codes, augmented reality and apps -- Multi-screen -- Implementation -- Summary -- Self-study questions -- 07 Active promotion: field marketing, one-to-one sales and the brand experience.

One-to-one sales -- Brand manager/retailer implementation -- Summary -- Self-study questions -- 08 Everywhere - promotions -- Promotions within the 'promotional' mix -- The 12 core promotional objectives -- Value and price promotions -- Summary -- Self-study questions -- 09 The five standard promotional offers -- Off-the-shelf offers -- Summary -- Self-study questions -- Joint promotions -- Summary -- Self-study questions -- Price promotions -- Summary -- Self-study questions -- Premium promotions -- Summary -- Self-study questions -- Prize promotions -- Summary -- Self-study questions -- Part Three Implementation -- 10 In-house activity in support of implementation -- Organizing and structuring the business -- Delivering insight -- Communicate and promote -- Install planning and implementation processes -- Summary -- Self-study questions -- 11 How to use and implement promotions -- From promotional objective to promotional brief -- Promotional mechanics -- Implementing the promotion -- A structured process -- Now run it! -- Summary -- Self-study questions -- 12 International promotions -- What are the dominant media? -- Types of international promotion -- Localizing the global -- Summary -- Self-study questions -- 13 Promotion and the law -- Self-regulation in the United Kingdom -- UK law -- The European dimension -- Summary -- Self-study questions -- 14 Marketing accountability and promotional insight -- Success, KPIs and evaluation -- The purpose of marketing accountability -- Keeping evaluation knowledge -- Promotional insight -- Market testing -- Other measurements -- Summary -- Self-study questions -- 15 Further information -- Index.