EVENTS & PROMOTIONS: ON A ROLL: HOWARD GINTELL

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Howard Gintell worked in wine and spirits marketing for 11 years and in sales promotion before opening his own "integrated venue marketing" agency in 1987. The agency now boasts 12 full-time staffers and dozens of field marketing people nationwide. Among its accomplishments: on-site marketing programs at shopping malls and in airports for Intel Corp., Samsonite Corp., Princess Cruises, Soap Opera Digest and Polaroid Corp. Its biggest program is the Better Homes & Gardens mall tour.

Age: 51.

Title: President, Gintell & Associates, New York.

Goal: Creating turnkey marketing programs that sell products in non-traditional settings, separate from but supported by brand advertising.

Insight: Media impressions don't cause people to buy products. People decide to buy products based on a combination of messages. There is no single lever to reach consumers anymore. You must go through a variety of communication channels.

Tip: Marketing must educate. Products are increasingly complex, requiring more explanation, demonstration and hands-on exposure. Mere advertising cannot adequately sell or explain the features of most products.

Observation: Placing an ad is the easiest thing in the world. Integrated marketing demands energy, hard work and follow-through, but it usually yields real results that can actually be measured.

Watch for: More agencies saying they do integrated marketing. But few are prepared for the challenge.

Prediction: People and their kids will spend even more time at the workplace, the health club, restaurants and recreation facilities. Don't count on reaching more consumers at home through TV or direct mail.

Pet peeve: Brand managers who play it safe. Effective marketing moves require

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