Sales promotion: Measurement

 

This paper provides an overview of the fundamental issues of sales promotions, including: planning and budgeting, types of promotion, control and implementation, evaluation and the role of promotions ...

Sales promotion research has tended to be narrow in focus, emphasizing one particular tool (generally price discounting) and comparing the usefulness of the technique with advertising, for example. I ...

Supermarkets are heavy users of sales promotion devices and need to be able to assess the effectiveness of these tools. Consumer response (brand switching, purchase acceleration, stockpiling, product ...

In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships. This paper will bring i ...

Research has traditionally posited that sales promotions erode brand equity. However, in current management practices, one may observe that companies design promotional programmes to differentiate and ...

Dave Lawrence, Logistix, describes a new way for marketers to determine the success of their promotions in store. Find out what types of supermarket promotions work and why.

The key to a successful promotion should be the ability of the promotion to lock people in, to create a newspaper buying habit, to take them from your competitors for not just the short-term but the l ...

Walmart is growing at over 20% CAGR (compound Annual Growth Rate), has a database bigger than the Pentagon and more staff than the US military. In Europe, Carrefour and Tesco are powerful forces and a ...

Colin Bunn and Jonathan Banks, from ACNielsen, explore why promotions have superseded media in terms of marketing spend and how to measure if they add value. Using European Nielsen data, they discuss ...

In this introduction to Admap’s ‘Focus: retail promotions’, the author comments on the remorseless rise of retailer power at the expense of brand-building advertising. Not only has this resulted in r ...

In recent years, some consumer products' firms have made attempts to replace or sharply reduce the use of sales promotion, including coupons and sales, with everyday low prices (EDLP). While consumers ...

Brian Gibb discusses the potential cost to a business of the newly proposed pan-Europe single market for S.P. He offers the solution of managing risk professionally, by limiting the risk and limiting ...

Edward Garner discusses the value of sales promotion in brand building. His work is focused on deep price cut promotions and he asks 'do they work?' He examines some marketing objectives which sales ...

This is a 'best practice' piece on sales promotion and the brand. Whilst accepting that most promotional activity involves price there are other forms of promotion - sweepstakes, premium offers and c ...

This article describes analysis of the Adlab single-source database to investigate the impact of promotions on fmcg purchases. The report compares categories in terms of promotion use; looks at time t ...

The authors suggest that agencies specialising in above-the-line, sales promotion, direct marketing or PR will, in the future give way to fully integrated communications companies. This prediction is ...

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in ...

This case study describes how the pub, bar and restaurant chain Scottish and Newcastle Retail amalgamated three existing 'discount at the point of sale' programmes and developed them into one sophisti ...

This is an introduction to five articles on sales promotion and the question is asked 'Can sales promotions help build brands?' Most marketers see sales promotions in terms of price cuts and short te ...

In this light-hearted article, Tom Rayfield outlines his bad experience of being invited by a company to have a look at a range of timeshare holidays which, in return, would qualify him for a free gif ...

Argues the case that price promotions for fmcg brands do not lead to increased sales once the promotion is withdrawn. They are mainly used by past customers of the brand, who therefore cannot be `conv ...

The paper confirms the authors' earlier findings that price-related promotions for branded grocery products are used mainly by past customers of the brand and attract few new customers. The outcome is ...

Debate in london on January 19, 2000, between Professor John Philip Jones and Professor Andrew Ehrenberg.

A study which found packaged-goods firms that put most of their marketing budget into advertising were more profitable (return on investment) than those that put most of their budget into trade and co ...

This paper investigates the role of price fluctuations in changing consumer demand function in the retail grocery store environment. We argue that prolonged price fluctuations within a certain range e ...

Understanding and evaluating the impact of promotional strategies remains one of the fundamental, interesting, and challenging jobs that a manager faces. Nevertheless, research offers little by way of ...

Promotions testing has traditionally been conducted using concept boards for interviews or slides in group situations. The new technology of multimedia allows us to present highly realistic stimuli wi ...

In spite of the pivotal role played by sales promotions, research offers little by way of generalised conclusions. The purpose of this study is to develop a framework which managers can use to evalua ...

The study is based on research carried out in Taiwan, Thailand and Malaysia into various types of promotions including the use of coupons, price orientated promotions and sweepstakes. It covers attit ...

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques an ...