The most effective promotion: A comparative study across Latin American markets

This paper discusses the application of behavioural economics to branded product promotions in Latin America, with a view to understanding consumer choices and a more efficient allocation of marketing budgets.

The most effective promotion: A comparative study across Latin American markets

Juan Andrés Tello, Gerard Loosschilder and Leonardo SolanoSKIM, Costa Rica

Introduction

LATAM-based companies, whether local or multinational, are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are directed to allocate their marketing dollars more efficiently to instigate change in what consumers choose and ultimately to draw incremental users to their brands – all while making a profit. Promotions are a popular choice among marketers to accomplish this because they are prevalent, visible, and relatively easy to...

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