Abstract:

In considering what might happen to the promotions industry in the future, it is essential to go back to the latter part of 1973 at the start of the economic crisis and continuing period of difficult marketing and trading conditions. It is important to look at events under three broad headings; the economy, consumerism and legislation, and the individual and collective effect that these areas have had on the business. Much of what I will say is based on experience in the United Kingdom but there are many aspects in fact or in principle which are readily applicable to countries in Europe, both inside and outside of the European Economic Community. Firstly then, a brief look at the historical background - the real world in which we do business, or to be more specific, promote.