Promotion Marketing

Promotion Marketing includes tactics that encourage short-term purchase, influence trial, repeat, and quantity of purchase, and are very measurable in volume, share, and profit.

Tactics include couponing, sweepstakes, sampling, special packaging, premiums, licensed properties, refunds, rebates, and cause-related programs.

A 2006 study put spending in this area at $484 billion. Since there are wide variations in spending assumptions and it has been almost ten years since a study was conducted, the ANA will be doing an in-depth study of all activities within the Brand Activation framework to be released within 2015-2016.

To understand how we define each of the 6 disciplines of brand activation, click here.

For insights and best practices in all 6 disciplines, read our Brand Activation Insight Brief.