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Are most promotions based on new ideas?

Responses  Number of
Responses 		 Percentage
yes
41 13%
no
250 77%
don't know
10 3%
other
24 7%
Total
 325


Are promotions best known for:

Responses   Number of
Responses 		 Percentage
bulding brand image/equity
71 22%
coupons
16 5%
creativity
5 2%
eroding brand image/equity
3 1%
increasing sales
144 44%
changing consumer behavior
36 11%
trinkets and trash
37 11%
other
15 5%
Total
 327


In general, which medium offers the greatest potential
for creating new promotional ideas?

Responses Number of
Responses 		  Percentage
direct mail
33 10%
FSIs
4 1%
in-store
69 22%
Internet
84 26%
mass media
54 17%
outernet (ATMS, gaspumps, etc.)
34 11%
other
42 13%
Total
 320



How does your organization develop promotion ideas?




Please describe your all-time favorite promotion idea (or ideas).



Do you work at:

Responses Number of
Responses 		  Percentage
advertiser/marketer/brand
73 24%
ad agency
28 9%
promotion agency
56 18%
direct agency
1 0%
PR firm
10 3%
consulting firm
30 10%
marketing services company
67 21%
media firm
25 8%
retailer
6 2%
other
16 5%
Total
 312

Number of years in marketing?

Responses Number of
Responses 		  Percentage
less than five
48 15%
5-10
87 27%
10-15
74 23%
over 15
110 34%
Total
 319


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