Joint promotion is the name of the game nowadays. The simple reason is that we all have tight A&P budgets. Coming up with a good joint promotion is not easy. Ideally we should find promotion partners that share the similar brand image or target market so that there is real synergy, true partnership. However, many joint promotions are done just for the sake of giving away something. Like this one, I just can't figure out how fast-food is associated with candies. We can always do better than lining up someone who is willing to give away something, working out an unattractive ad, putting up a though-to-be catchy headline ... and hiding away the actual terms and conditions of the promotion. (This promotion looks attractive but in fact the T&C says you need to spend at least HK$17 at Fairwood in order to enjoy the offer).
Joint promotion is the name of the game nowadays. The simple reason is that we all have tight A&P budgets. Coming up with a good joint promotion is not easy. Ideally we should find promotion partners that share the similar brand image or target market so that there is real synergy, true partnership. However, many joint promotions are done just for the sake of giving away something. Like this one, I just can't figure out how fast-food is associated with candies. We can always do better than lining up someone who is willing to give away something, working out an unattractive ad, putting up a though-to-be catchy headline ... and hiding away the actual terms and conditions of the promotion. (This promotion looks attractive but in fact the T&C says you need to spend at least HK$17 at Fairwood in order to enjoy the offer).
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