N.I.P. (Nouveaux Instruments Promotionnels) et promotions des marques: Vers une synergie nécessaire

Abstract

Untilil recently, in the realm of persuasive communication marketing managers bare tended to separate the notion of promotional techniques from that of tools aimed at creating customer loyalty. However, the use of,NOTs (lottery card. virtual tomohota....) developed by tbe big names in distribution in collaboration (more or less forced) with manufacturers, as well as Ibe use of other promotional techniques specific to brands such as "quasi-adrertising promotions is not only a means of increasing sales in the short term and but also of creating customer loyalty and ejfeclirely raising the ralue of the brand capital of the manufacturers associated with the distributors. The use of NPT must therefore be well thought-out ivilbin the frameiwork of the marketing strategy of the manujdcturers and NPTs must be applied alongside their their promotions. © Editions ESKA 2006.