EVERYONE loves a great big cash prize. Most consumers will play to win one — and they remember the brand behind it. When PROMO asked 2,000 consumers which brands’ promotions they participated in, the No. 1 response was the Publishers Clearinghouse sweepstakes. But there’s a misconception among marketers that a big cash prize is too expensive. It would be painful to give away $1 million if a brand’s annual promotion budget is only $3 million.