Online Promotions: Winning Strategies and Tactics

This title offers in-depth, comprehensive coverage of how to create, manage, and follow up on online promotions. It provides a how-to guide for creating and managing promotions on the Web. Experienced marketing and advertising professionals, as well as newcomers, should gain an understanding of traditional promotions, and learn how and why to create promotions for an online medium. They should then be able to identify and implement the appropriate promotion for their needs. This comprehensive resource covers: types of promotions (sweepstakes, contests, games, coupons, rebates, etc.); gathering data; privacy and security; legal issues; international and cultural concerns outsourcing; multi-brand promotions; where and how to advertise promotions; how to measure and follow up on results. The CD-ROM features sample promotions, basic templates for creating different types of promotions, template language for legal disclaimers, and a listing of industry contacts and resources.