1 Describe the difference between attitude and behaviour. Which is more important to the marketer in the long term, and which in the short term?

There are case studies and briefs throughout the book, illustrating the text and giving examples (and in one historic case, the worst) in promotional practice. Use these for ideas for your business sector and your business challenge. Generally, they have been placed at the end of the chapter to which they mainly refer, but they illustrate the many types of promotions and their use in different business sectors as well.
Be aware that, though for completeness, the range of case studies and techniques is extensive, some are probably less relevant today for certain target audiences; for example, the advent of low-cost airline fares made air flight tickets less ‘rewarding’ as a promotion than in previous years, though this could change. The author won tickets to Paris on Eurostar, and was delighted to do so.
With many of the case studies, there are questions to get you thinking.
The problem with including case studies and briefs is that they are out of date; however, a creative marketer will be able to use an old case study or take the point made in a brief as the basis of an idea and update the promotion. The author found this happening in Vietnam.