The 2003 CAPMA PROMO! Awards
Category Descriptions

1. Best Multi-Discipline Campaign.
Awarded to the campaign best utilizing a minimum of three marketing disciplines (i.e. broadcast, direct marketing, advertising, public relations, in-store merchandising, Internet, etc.).

2. Best Use of Advertising.
Awarded to the campaign best utilizing consumer or trade advertising media to support a promotion. The judges will be looking for creative use of media, clarity of message, a strong call to action and high-quality execution.

3. Best Use of Direct Marketing.
Awarded to the campaign best utilizing direct marketing as the major communication strategy. Demonstration of successful targeting to achieve set objectives is key.

4. Most Innovative Idea or Concept.
Awarded to genuinely new marketing ideas or fresh interpretations of established ideas, in relation to mechanics, channels of communications, types of incentives, etc.

5. Best Use of Interactive Media.
Awarded to the campaign most successfully utilizing digital/electronic or other new, Interactive media as a major element of communication.

6. Most Effective Long Term Promotion Marketing Campaign.
Awarded to the campaign that has demonstrated a long-term impact on the strategic development and growth of a brand (minimum: three years) measured against a set of long-term objectives. Quantified evidence from the client must be included.

7. Best Activity Generating Brand Awareness & Trial Recruitment.
Awarded to the campaign most effective in gaining brand awareness and/or trial for a new, repositioned, or existing product.

8. Best Activity Generating Brand Volume.
Awarded to the campaign most effective in gaining incremental volume.

9. Best Activity Generating Brand Loyalty.
Awarded to the campaign deemed most effective in increasing loyalty to a product, service, or company.

10. Best Business-to-Business Campaign.
Awarded to the campaign best targeting business customers.

11. Best Retail Account-Specific or Channel Marketing Activity.
Awarded to the marketing campaign deemed most effective for a specific retail account or channel. Campaigns can be originated by retail clients or can be tailor-made campaigns developed by suppliers for a specific retailer.

12. Best Dealer or Sales Force Activity.
Awarded to the best marketing campaign targeted at dealerships or sales forces.

13. Best Entertainment Campaign.
Awarded to the campaign best utilizing a Sport, Tourism, Movie or Music tie-in partnership.

14. Best Cause or Charity Marketing Campaign.
Awarded to the campaign that best markets a specific product or service while making a positive impact on a specific social issue.

15. Best Event Marketing Campaign.
Awarded to the campaign best utilizing one event, a series of events or a mobile marketing tour to provide a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

16. Best Small Budget Campaign.
Awarded to the campaign that achieved all stated objectives while adhering to a very small budget (under US$25,000). Although the entry may appear to fit into categories #1 through #15, category #16 may be a better fit if the budget limitations actually made the campaign stronger (i.e. great results, innovative creative, etc.).

17. The 2003 CAPMA Best of Show Promo Award
Awarded to the campaign that the 2003 judges deem “the best of the best” from the winners of each of the 16 previous categories.