Promo - March 2009 - (Page 3)

THIS Month Cover Story Sharpie’s Susan Wassel. See page 28. 3/09 28 social studies Sharpie, Molson, Home Depot and other brands offer lessons in getting customers talking by brian quinton 6 Editor’s Note Patty Odell on why promotion is getting its due in these tough economic times, and the importance of keeping the consumer conversation going. COVER AND TOP PHOTOS: CHRIS LAKE; ILLUSTRATION: PAUL CORIO 18 COmmentary Miles Smith says this recession can be beat without breaking the bank. Kim Skildum-Reid opines about improving sponsorships. And readers sound off in Letters to the Editor. THE PLAYERS Cream of Wheat heats up 8 no lumps by patricia odell Coupons Inc. brings discounts to iPhones 13 smartphone shoppers PAGE 10 by brian quinton 10 sampling by surprise Intrigue is the new approach to getting people to try your brand 14 taxes and twitter Tax brands target young filers by amy johannes by brian quinton 12 legal check 16 new rules of the road by paticia odell Crucial questions about trademarks by julia anne matheson Tips for optimizing and economizing those high-cost vehicle tours PAGE 20 PROMO, March 2009, Vol. 22, No. 3. 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 - March 2009

Promo - March 2009 Contents Editor's Note No Lumps Sampling by Surprise Legal Check Smartphone Shoppers Taxes and Twitter New Rules of the Road Commentary In Your Face Phones and Flash Social Studies The Agency Center Resource Center Peer-to-Peer Index of Advertisers

Promo - March 2009

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.