Promo - December 2008 - (Page 3)

THIS Month Cover Story 12/08 24 recession busters Budgets are down, but digital and promotions could take a big slice of that smaller pie by brian quinton 6 Editor’s Note In a down economy it helps to have made ‘brand friends.’ So if you haven’t done enough to make customers stick with you, there could be even rougher times ahead. 19 COmmentary TracyLocke’s Maria Zanghetti says the pressure is on marketers to show who’s buying products and why. Numbers don’t tell the whole story. PAGE 14 THE PLAYERS COVER AND TOP ILLUSTRATION: ASAF HANUKA Social viewing rooms are gaining momentum 8 Alternative Viewing 15 sharing the holidays Pepperidge Farm and Campbell promote products side by side by richard tedesco 10 UGC Refresher course User-generated content and the law by patricia odell by joseph lewczak 16 that holiday glow by brian quinton 18 wish list Sephora’s makeover campaign goes viral Colonel’s new role: official chicken-wing sponsor of the NFL playoffs and Super Bowl 14 kfc takes wing title by richard tedesco Social nets create earthly buzz around film by brian quinton PAGE 16 PROMO, December 2008, Vol. 21, No. 12. 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 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. 40612608. Canada return address: Bleuchip International, P.O. Box 25542, London, ON N6C 6B2. REPRINTS: Contact Penton Reprints (www.pentonreprints.com) to purchase quality custom reprints or e-prints of articles appearing in this publication at 888-858-8851 or reprints@pentonreprints.com. 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.pentonreprints.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 - December 2008

Promo - December 2008 Contents Editor's Note Alternative Viewing UGC Refresher Course KFC Takes Wing Title Sharing the Holidays That Holiday Glow Wish List Commentary Ready to Eat Recession Busters Q&A: A Higher Mark Resource Center The Agency Center Gift Giving Index of Advertisers

Promo - December 2008

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