Sweepstakes can be one of the most economical promotion because the prize cost is spread across all the non-winners

How should you plan your promotion? What strategies and tactics should you have to use? What are the advantages and disadvantages of each tactic?

The most important assets of any business are intangible-its company name; its brands, symbols, and slogans, with their underlying associations; its perceived quality; its name awareness; its customer base; and its proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings.