A Communication Framework to Evaluate Sales Promotion Strategies.

Understanding and evaluating the impact of promotional strategies remains one of the fundamental, interesting, and challenging jobs that a manager faces.

A Communications Framework to Evaluate Sales Promotion Strategies

Elizabeth GardenerState University of New York at Buffalo

Minakshi TrivediState University of New York at Buffalo

In a fiercely competitive marketplace, brand managers strive to understand the impact of sales promotions on consumers in order to select a suitable marketing campaign. Given the increasing importance of such promotions as a percentage of the total advertising and promotional budget (growth from 58 percent in 1976 to 72 percent in 1992, and increasing at a rate of 12 percent per year over the last 10 years), such studies are of significant managerial...

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