Sales promotion: General

 

Trade spending has become the single biggest cost for most fmcg manufacturers, as an increasingly condensed grocery retailer market finds more and more ways to squeeze money out of suppliers. Companie ...

Consumer sales promotions can be an effective marketing tool, and when used well, can build equity. But successful promotions need to be simple, offer a real benefit, and be communicated clearly.

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation. It starts with a report from a survey showing the extent to ...

Price promotions can be highly effective in boosting short term sales. But encouraging trial isn’t the same as building brand loyalty, and price cutting can actually be damaging to brand equity. So, t ...

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 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 author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'internati ...

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 ...

Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response ...

A study of consumer sales promotion practices of consumer goods producing companies in Turkey. The development of sales promotion methods globally and in Turkey during the last few years is summarised ...

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 ...