"Other" Responses
How has the nature of consumer promotion changed in your company or clients since 1997? (Please check all that apply)
Other: depends on the client..some realize the importance of a unified message/communication..some do not
Other: must engage for ongoing dialog
Other: It varies by client.
Other: fewer occur
Other: Promotion has become nothing but "sponsorship du jour" - no creativity.
Other: Promotions used to be through the vendor funds that we provide to our retail customers. We began consumer promotions 3 years ago because the other method wasn't effective.
Other: less than 10% of the mix for our clients - very little change in emphasis apart from medium i.e. web and TXT
Other: less risk taking on the part of nearly every brand manager that I talk too-all are too afraid of the big idea
Other: We have ALWAYS carried unified brand messages in all of our promotions since BEFORE 1999, and we always benchmark ROI
Other: As an agency we are focusing on a promotional planning tool - so that our strategic recommendations are based on consumer insights and not just key learnings.
Other: The promotion must work within the full marketing and advertising campaign framework
Other: more brands are opening up to non-trad solutions as well
Other: Integrated responses are becoming the norm so expertise in multiple disciplines is essential
Other: Promote based on an understanding of preferences as tracked by purchases