
As the name signifies the sole purpose of a promotional product is to promote your product and brand. To create awareness the big brands with deep pockets start with newspaper ads which spills over to hoardings and televisions. Once the introductory blitz is over the focus shifts to actual activation on the ground at the point of purchase to ensure enough trials and there by regular users for the product. Depending on the actual results campaign is tinkered for better penetration at the marketplace and resources are increased. However if the results are average then the market is allowed to decide the future of the product over the extended period of time. And in maximum cases the product is withdrawn as the results are not up to the expected plans. Being too aggressive or spending more is not the answer but to understand where to play and how to win the marketing warfare.