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Marketing Week: LEARNING THE RIGHT RULES OF THE GAME
11 October 1985
Promotional games can be a powerful friend to today’s marketer- or a deadly enemy if mishandled. John Donovan picks his way carefully through a potential minefield
Games are one of the most powerful promotional weapons available.
But when they make headlines, it is not always good news – as the Mirror Group, Esso, Asda and Cadbury Typhoo found to their cost recently when their games had to be curtailed or withdrawn. The media take a disproportionate interest in such disasters, often giving them front-page coverage to the exclusion of more important events.
