The Wall Street Journal is paying homage to one of the founders of Sales Promotion, Robert M. Sandelman, who died Sept. 13 at 81.
His idea was to appeal directly to the consumer through mailings, coupons, rebates, demonstrations and in-store entertainment — things that cut out the cost of broadcast or print ads.
“Advertising is a selling message in a medium the client rents,” Mr. Sandelman told the journal Management Review in 1989. “Sales promotion is a selling message in a medium the client owns — generally packaging.”
Sandelman is the author of The Problem Is They Don’t Know The Problem and the creator of the American Express Gold Card, among other things. He formed his sales promotion agency, Robert Brian Associates, in 1955.
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