Promo - January 2008 - (Page 3)

THIS Month Cover Story 1/08 26 cyber stumping 2008 presidential field taps consumer promo playbook by brian quinton 6 Editor’s Note A-Rod deal motivated by promo potential COVER ILLUSTRATION: DREW FRIEDMAN; TOP: AP PHOTO / GERRY BROOME 16 Commentary Renegade’s Drew Neisser offers his 2008 to-do list. Patty Odell questions McDonald’s commitment to refrain from marketing to children. And readers deliver rants and thoughtful opinions in Letters to the Editor. THE PLAYERS 8 viral but virtuous Even ads that don’t look like ads need legal protection 11 tuning in PAGE 9 In-store TV, a smart way to talk to customers, finds captive audiences 9 slap shot NHL skates new lines to spark fan interest 13 auto play Scion revs up brand in There.com’s virtual environment 9 power chords Energizer adds a community element to its Energi to Go marketing 14 trekkies unitE ‘Star Trek the Tour’ takes flight for five-year excursion around the United States PAGE 23 PROMO, January 2008, Vol. 21, No. 1. PROMO is written for brand, product, promotion and marketing managers, promotion specialists at advertising and promotion agencies, and users of P-O-P advertising; product sampling; games, contests and sweepstakes; events; redemption/fulﬁllment services; premiums; direct marketing programs; newspaper inserts; promotion measurement; and interactive services. PROMO (ISSN 1047-1707) is published monthly, with a special issue in November, by Penton Media, Inc., 9800 Metcalf Ave., Overland Park, KS 66212-2216. Canada return address: DHL Global Mail, 7496 Bath Road, Unit 2, Mississauqa, ON L4T1L2. Single copy rate: $10.00; Subscription rates: Free and controlled circulation to qualiﬁed subscribers. Non-qualiﬁed persons may subscribe at the following rates (prices subject to change): USA, 1 year, $72.00, 2 years, $127.00, 3 years, $182.00. Canada, 1 year, $111.00, 2 years, $199.00, 3 years, $273.00. Outside USA and Canada, 1 year, $182.00, 2 years, $383.00, 3 years, $493.00. For back issues, call (800) 441-0294. Periodical postage paid at Shawnee Mission, KS, and additional mailing ofﬁces. Canadian Post Publications Mail Agreement No. 40597023. REPRINTS: Contact FosteReprints to purchase quality custom reprints or e-prints of articles appearing in this publication at (866) 436-8366 (219-879-8366 outside the USA and Canada). Instant reprints and permissions may be purchased directly from our Web site; look for the iCopyright tag appended to the end of each article. PHOTOCOPIES: Authorization to photocopy articles for internal corporate, personal or instructional use may be obtained from the Copyright Clearance Center (CCC) at (978) 750-8400. Obtain further information at www.copyright.com. ARCHIVES AND MICROFORM: This magazine is available for research and retrieval of selected archived articles from leading electronic databases and online search services, including Factiva, LexisNexis, and ProQuest. For microform availability, contact National Archive Publishing Company at 800-521-0600 or 734-761-4700, or search the Serials in Microform listings at napubco.com. POSTMASTER: Send address changes to PROMO, P.O. Box 2100, Skokie, IL 60076-7800 USA. The name PROMO is a trademark of, and all written material contained herein is copyrighted by, Penton Media, Inc. Editorial matter published herein may not be copied or published elsewhere without the express written permission of the publisher. For subscriber services or to order single copies, write to PROMO 2104 Harvell Circle, Bellevue, NE 68005 USA; call (866) 505-7173 (USA) or (402) 505-7173 (Outside USA); or visit www.promomagazine.com. PRIVACY POLICY: Your privacy is a priority to us. For a detailed policy statement about privacy and information dissemination practices related to Penton Media, Inc. products, please visit our Web site at www.penton.com. http://www.copyright.com http://www.napubco.com http://www.promomagazine.com http://www.penton.com

Table of Contents Feed for the Digital Edition of Promo - January 2008

Promo - January 2008 Contents Editor's Note Viral But Virtuous Slap Shot Power Chords Tuning In Auto Play Trekkies Unite Commentary Retail Report: Get In Here! Generating Store Traffic Yankee Candle Shopper Marketing What Seniors Want Cyber Stumping Party Hearty Q & A: Paper Trail Ambush Marketing The Agency Center Resource Center Back-End Foundation Index of Advertisers

Promo - January 2008

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