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 ...

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