THE JUGGLING ACT

The key to a successful integrated promotion is synergy, meaning all elements of marketing mix -- including point-of-sale materials, event sponsorships, PR, advertising, couponing and sampling -- unite to communicate the same message.In best practice, each vehicle works with the rest, so that if a consumer sees one element, they can identify the brand image associated with it.The Procter & Gamble

The key to a successful integrated promotion is synergy, meaning all elements of marketing mix -- including point-of-sale materials, event sponsorships, PR, advertising, couponing and sampling -- unite to communicate the same message.

In best practice, each vehicle works with the rest, so that if a consumer sees one element, they can identify the brand image associated with it.

The Procter & Gamble Co., Cincinnati, is a strong believer in this type of wholistic marketing,

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