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Home→The Westburn Dictionary of Marketing→P→personality promotion

personality promotion

Definition:
A somewhat misleading term for the type of promotion that (usually) features the product as a 'person', teams of men or women are recruited and dressed up as, say, a bar of chocolate, calling on or meeting members of the buying public and giving away prizes and supplies of the promoted product. As with the door-to-door distribution of samples, this type of promotion is limited to the big brands with large advertising appropriations. The method employed is to offer a prize if the housewife has the advertised product in her home when the personality (Egg-chick, Ajax Superman etc.) calls, provided that she can answer a simple question. Including in-store displays, leaflet distribution etc., but excluding display advertising, this type of promotion can cost in excess of £200,000.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R Bureau and Michael J Baker], [1998].