Promo: Orchestrating for effect

Promo Magazine reviewed issues in planning and creative when tying retail promotion with branding objectives. For publishers that look to promotional budgets for increasing web sales and for marketers who are thinking about using the web for promotional activities, the best results come from carefully choosing the media vehicle best qualified to achieve the sales objectives.

Packaging, print, TV, outdoor, merchandising, promotion, the web - each express a brand's established voice in a slightly different manner, because each has a different objective.

With online retail sales up more than 6 percent in the first three quarters of 2003, or $872.5 billion (the third quarter alone saw a 27 percent increase over last year), those planning promotions must consider the web as a key component for any promotional activity, if not the leading media vehicle for achieving the best sales results.