Promotion

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  Warped Views

  Go backstage at The Vans Warped Tour and you come home with Yoo-Hoo on your lips. It’s funny how a guy can get to like Yoo-Hoo in one afternoon. The distinctive

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  Craving Entertainment

  Would you pay $26.75 to let your kids roam around inside a cereal commercial for an hour? I did. Once. It was a family trip to Mall of America and finally,

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  WHAT A TRIP!

  As experiential marketing moves from buzzword to mainstream strategy, brand managers are intensifying their quests to connect with consumers in new ways

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  Straight to the Source

  Getting out of the office much this summer? No, we’re not talking about the 19th hole, the beach, or the endless stream of barbecues filling up the date-book.

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  TRADE PROMOTION: Going for Broke

  Tom Christal’s first job in retail was to throw away all the P-O-P that never got used: the stuff that came too late, or was the wrong size, or was never

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  DEPARTMENT STORES: Fashion and Compassion

  Few retail sectors have it tougher than department stores these days. As mass merchandisers enhance soft goods and cosmetics offerings, niche specialty

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  Clutter: Mall Bawl

  The Mall of America home to three Victoria’s Secrets and five Gap stores just got better: General Mills’ Cereal Adventure is open, blaring out its contribution

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  Star Makers

  Everybody loves Hollywood: the glitz, the glamour, the movie stars. Brands are well aware of America’s obsession with Tinseltown, judging by the steady

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  Special Report: Entertainment Overdrive

  It’s summer and consumers are exploring the great outdoors. So what’s a cable network to do when many of its viewers hit the beaches and parks? Join them,

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  Clutter: Extras, Extras!

  Don’t stop the presses. Rebates, celebrity endorsements, games, sweepstakes, and contests, cross-promotions, and coupons galore make in-print promotional