Feature: Sales promotion: Please and close

John Hooper, a member of Ofcom’s Advisory Committee for England and former director-general of the Incorporated Society of British Advertisers (ISBA), looks at sales promotion’s role in permission marketing

Feature: Experiential marketing: Train of events

Guest editor Nick Adams, managing director of experiential agency Sense, on the need for more training in experiential marketing

Feature: Vouchers and gift cards: The customer is the real winner

Innovation never stops, reports Andrew Johnson, director-general of the Va, the trade body for vouchers, gift cards and stored-value solutions

Feature: Grey matters: promoting to the over-50s

Promoters are missing out by aiming entertainment-led promotions at the youth market and ignoring their relevance to older generations, argues James Cullen, director of The Portman Consultancy

Feature: In-store marketing: Point of impact

New techniques at point of purchase are helping marketers to get cut-through for their promotions in-store

Feature: Digital marketing: Generation Game

Brands need courage and understanding to engage with consumers through user-generated content