Agency: The Marketing Store | Author: Douglas Moody-Stuart |
Shell – A global product promotion for Shell – shifting attitudes and behaviours in a commodity category
SCALE OF THE TASK
The proportion of (consumer) company marketing budgets being spent on sales promotions is increasing. A survey made in 19901 reported this percentage at 25%, another conducted in 20042estimated it to be nearly a third. While popularity is on the increase, effectiveness is much harder to deliver. An analysis of 20 years of research evaluating sales promotions indicates that most such promotions do not pay off, and...