The big picture

Margaret Swaine, president of Pierce Communications, says all good incentives include four elements: they support and enhance the image of the business, they inspire the user to buy at least once and encourage repeat sales, they are aimed at potential new customers and they create a sense of urgency. Page 19

New thinking

Successful promotions of the 1990s will spring from a more strategic way of thinking, says Ron D. Smith, vice-president, managing director of FCB/Ronalds-Reynolds. They will have more creativity, brand building and integration with the total marketing mix. Page 21