Promo - February 2009 - (Page 3)

THIS Month Cover Story 28 Game On! Console games offer brands a new playing field by brian quinton 2/09 6 Editor’s Note Chicago’s winter has put a chill in Brian Quinton’s social networking chores. Not even a New Year’s resolution can motivate him to update his profile pages. 19 COmmentary Chris Caldwell talks up new opportunities in sponsorship marketing. Patty Odell ponders whether Obama-mania will wane. And readers sound off in Letters to the Editor. PAGE 8 COVER PHOTO: PETE LACKER; ILLUSTRATION: ROBERT ULLMAN THE PLAYERS New PHRMA guidelines will drain $1 billion from the promotional products industry 8 A bitter pill 14 smart mart by jonathan dodd by patricia odell Ten ways shopper marketing can improve sales in a down economy 10 moving the pictures by brian quinton Mobile marketing catches on in Hollywood 16 Web watching by richard tedesco Honda tries online documentaries 12 exclusively yours by david rosen Building topnotch loyalty programs 17 Tell your friends E-mail gets a social boost by brian quinton PAGE 14 PROMO, February 2009, Vol. 22, No. 2. 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 - February 2009

Promo - February 2009 Contents Editor's Note A Bitter Pill Moving the Pictures Exclusively Yours Smart Mart Web Watching Tell Your Friends Commentary Second String Q&A: Shop Right Cover Story: Game On! Game On! Resource Center The Agency Center Testing... Testing... Index of Advertisers

Promo - February 2009

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