Mythbuster: Selling Short

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Mythbuster: Selling Short

Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them …like price promotions are a good way to build sales

The promotions and incentives market has had a bumper recession fuelled by discounts, two-for-one deals and websites such as VoucherCodes. Will we ever need to pay for both pizzas in a restaurant again?

The 'less than full price' trend pre-dates the recent economic problems and has accounted for an unrelenting increase in the share of communications budgets over many years. In many sectors, trade spend dwarfs...

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