Subject Index
 

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 ...

This article describes research carried out into a promotion for Surf washing powder which appeared in the Sun newspaper. The authors' refer to earlier research and comment that emotion, not reason, ...

The author looks at sweepstakes, contests and competitions on the web. He sees them as great traffic builders for many sites, and suggests how they can be developed into exciting, interactive, and of ...

Describes a spring promotion by Churchs Chicken, the world's second-largest quick-service chicken restaurant.

Describes an effective example of a direct mail promotion, by Sprint FonPromotionsSM. The trick is to keep it simple, and show the customer that he is valued, at every stage.