The effectiveness of any promotion lies in its success in accomplishing the desired results. Effective promotions are used to achieve the desired output in two main categories i.e., transaction and relationship. As a result of globalization, the competition prevailing in market is increasing at a rapid rate. Traditional promotional tools hold little lure to the consumers. Thus, organizations have started innovating new promotional tools to reach their target audience. Some of the effective promotional tools emerged as a result of innovative thinking are-customizing price discount, word-of-mouth marketing, exhibitions and fairs, event management, e-mail promotions, multiple celebrity endorsement and product placement. Because of their focused approach, these promotional tools bring the desired results to an organization.This book highlights the characteristics of these innovative promotional tools and presents strategies to implement them in an effective way. It presents the concepts of promotion and its recent trends, elaborates some of the effective promotional tools, and also brings out the success stories of promotions.
ABOUT THE AUTHOR M. Thiruloga Chander
M Thirulogachander holds a Masters in Business Administration (Marketing and Finance) from the College of Engineering, Guindy, Anna University, Chennai. He also completed his Bachelors degree in Engineering from Anna University. He has industry experience of 2 years as a Marketing Executive. He joined IBS Research Center as a Research Associate in 2005, and is working on development of derivative books and case studies. His areas of interest are Branding, Strategy and Innovation.
ABOUT THE AUTHOR N.M. Shanthi
N.M. Shanthi holds a Master's degree in Economics from the University of Madras, India. She has more than 5 years of experience in the IT Training Segment as a marketing professional. She is presently working as a Faculty Member at the Icfai Business School Research Center, Chennai. She also teaches marketing management at Icfai Business School, Chennai. Her areas of interest are marketing and consumer behaviour with a specific focus on the telecom industry. She had presented research papers in various seminars and international conferences and is a regular contributor of articles to various management journals and business magazines.
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