This resurgent popularity is partly due to the power of promotions to interest, engage, and activate targeted consumer responses, and to produce immediate tangible results. Online technologies have further boosted the attractiveness of promotions by making them more efficient and cost effective, enhancing the message delivery options, and increasing the immediacy and richness of measurement and tracking.

However, promotions are also subject to a dizzying array of potential legal and regulatory requirements under both federal and state law, which can create the risk of significant fines or penalty provisions for violations. In addition, many marketers are daunted by the complicated and even mystifying "back-end" logistics of running a sweepstakes, contest, or other reward-based promotion.

Following and understanding these three steps to a successful online promotion will hopefully demystify the process and pave the way for integrating online promotions into your overall marketing strategies.

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