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Three top executives from the largest US sales promotion agencies and the executive director of the Promotional Marketing Association of America recently participated in a roundtable discussion on the future of sales promotion. The ratio of promotion to advertising now is about 60 to 40. Vincent Sottosanti, president-chief executive officer of Comart-KLP, says that broadcast media are no longer as effective as they once were and that more emphasis has been placed on regionalized sales. The role of sales promotion has changed dramatically in the past 10 years; now it deals directly with key decision makers for client companies, according to James Mack, executive vice-president, client services, Frankel & Co. Mack says sales promotion agencies can provide programs that operate on a working partnership between the manufacturer and the retailer. Joseph Flanagan, president of Impact, Chicago, explains that there are three challenges facing the marketing industry - creativity, accountability, and attracting intellectual capital.
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