My own little sales promotion manifesto

Michelle DeLong, designer and senior art director, explains; “Advertising is getting the consumer to know the product. Sales promotion is getting the consumer to buy it. Now.”

Once considered the illegitimate redheaded stepchild from the other side of the tracks by “real” advertising professionals, sales promotion has grown over the past decades to chew up more and more of the marketing budget. A blending of advertising core principles, on-premise directed messages, promotional stunts, public relations and buy-it-now appeals, sales promotion is more than just a few pieces of pretty point-of-sale.