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, especially ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

Click here to read the FAQ page if you have any questions (opens in a new window)
 

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.