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Sharon Goldman ,

Sharon Goldman

May 28, 2008

Promotional marketing

I just finished up a special feature on promotional marketing -- I got such a great response when I asked folks for examples. So many interesting promotions out there! It'll run in next week's issue of DMNews so check it out online or in print. I contacted Nowell Upham, EVP of promotional marketing at The Marketing Arm, for some insight into trends. I asked: Are marketers doing more of certain types of promotions? His response: "There's more experimentation and the use of smaller initiatives threaded together or layered on top of each other. Marketers are giving consumers the option to navigate the brand experience in a horizontal or vertical manner." You'll see more of his comments in next week's issue...