title: Promotional Marketing: How to Create, Implement & Integrate Campaigns that Really Work
author:  Roddy Mullin 
description: "Some great ideas and some sobering thoughts for businesses that don't look at what's been working already for years." (<i>Bob Garlick, Business Book Talk</i>)<br /><br />"In today's connected world, promotion is now fundamental to everything we do to drive business and create successful integrated campaigns; in Promotional Marketing, Roddy Mullin gives practical advice on how to do this." (<i>Jodie Hopperton, Managing Director, The Institute of Promotional Marketing</i>)<br /><br />"Takes the reader through a detailed look at tried and tested promotional marketing methods yet this is not a tired rehash of old material. Mixed in throughout this book are many great examples and case studies that have been used to date. It is inspiring to read a collection of these various examples that can show potentially dry, theoretical subjects in a practical, engaging light. The author has carefully mixed authority, information, balance, provoking statements and real-life case studies to great effect within. Whether you are deeply focused within the industry or sit on the periphery there is going to be a lot you can take away with this advice." (<i>Darren Ingram, Darren Ingram Media</i>)
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  ![](index-1_1.png)
  
  
  **i**
  
  
  Sales
  
  
  Promotion
  
  
  How to create, implement
  
  
  & integrate campaigns
  
  
  that really work
  
  
  5th Edition
  
  
  Roddy Mullin
  
  
  Based on the original work by
  
  
  Julian Cummins and Roddy Mullin
  
  
  **ii**
  
  
  **Publisher’s note**
  
  
  Every possible effort has been made to ensure that the information contained
  in this book is accurate at the time of going to press, and the publishers and
  authors cannot accept responsibility for any errors or omissions, however
  caused. No responsibility for loss or damage occasioned to any person acting,
  or refraining from action, as a result of the material in this publication can
  be accepted by the editor, the publisher or either of the authors.
  
  
  First published in Great Britain in 1989 by Kogan Page Limited Second edition,
  1998
  
  
  Paperback edition, 1999
  
  
  Third edition, 2002
  
  
  Fourth edition, 2008
  
  
  Fifth edition 2010
  
  
  Apart from any fair dealing for the purposes of research or private study, or
  criticism or review, as 