BASICS OF PROMOTION ADVERTISING

Promotion advertising differs significantly from consumer francise-building 
advertising. The latter is long-term in nature and aimed at giving customers 
reasons to buy. Promotion advertising is short-term. It pushes for the order 
by providing incentives, coupons, rebates, premiums and contents.

The usual medium for promotion advertising is print. Some big-budget 
advertisers use broadcast (radio and television) to get consumers to look 
for their promotion advertising in their local newspapers.

As a rule, promotion advertising should be specific and should call only for 
consumer to perform a desired action. Resist including extraneous points in 
the promotional ad. Focus on a simple call to action.
 
For example: Your ad copy may ask the readers to (1) Redeem this coupon 
and save $2, or (2) Buy two packas and get the third one free, or 
(3) Fill out coupon and enter sweepstakes to winn $100,000, or 
(4) Buy two of the products and receive a free gift worth $10. 
Most promotion events are price or added-value oriented campaigns. 
As such, it is imperative that when writing copy, the ad should appeal more 
to the wallet than the emotion.

Final point: Do not make your redemption procedure complicated and confusing. 
Avoid have a more that one time of offer wherein the consumer is forced to 
use math in order to determine which ones make him/her save more money. 
Your task is to make it easy for the consumer. Avoid having to make them 
decide. That's too much work for them.