The document discusses different types of research into sales promotions, including academic and practitioner research. [1] Academic research includes fundamental, exploratory, comparative, and explanatory studies that look at the reasons for and impact of sales promotions. [2] Practitioner research focuses on immediate results, is driven by profit goals, and uses market data and evaluations to answer specific questions and predict outcomes. [3] The document also discusses how to effectively integrate sales promotions with other marketing communications like advertising in a strategic way to achieve sales and brand goals.

1. SP Research and Integration Dr Stephan Dahl [email_address]

13. SP and integration SP Ads PR Fuzzy Clear Time

14. SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A

15. SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A

18. SP and integration Vision Advertising Objectives SP Objectives Brand Objectives Other Objectives Reality Check!

19. SP and integration You Partner Comp. Comp. Comp. Comp. Consumer