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 ...

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 ...

An article which introduces four features on direct marketing. It reminds readers that direct marketing has been the great advertising phenomenon of the last twenty years. The growth should be seen ...

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 ...

E-mail is going to be the killer for personal mail. Not yet, because most people haven't got it. In the last year we have received more letters from friends than ever before. Last week, in addition ...

A review of the last twelve 'Admap Direct' columns, covering hit and miss list rentals, penis enlargement ads and a service which offers a PhD with 'no required tests, classes nor interviews'

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...

Argues that for fmcg products highly targeted segmentation is less efficient for stimulating brand growth than old-fashioned large-scale sampling, since the appeal of most of these products is not clu ...

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 ...

Despite the growing popularity of DMA among various businesses, little is known regarding how consumers evaluate it. Do all consumers evaluate DMA as being informative, entertaining, and useful, or do ...

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 article reports the results of three experiments that assessed the performance of mail-drop product samples, discount coupons and cashbacks among non-users of three consumer products: liquid dete ...

Sales promotion techniques such as product sampling and couponing are widely believed to encourage trial among non-users but few published studies have verified this belief empirically. This paper rep ...

Ethnic consumers have historically displayed little response to promotional campaigns that involve coupon redemption. In comparison with the general population, most ethnic consumers are relatively li ...

Because coupon advertising has both the characteristics of advertising and sales promotion, it may have distinctive effects on consumers that cannot be explained solely by coupons or advertising. Past ...

This paper describes a procedure developed for assessing the reach and impact of unaddressed door-to-door advertising, called direct non-mail. Early studies during which questions on the receipt and ...

Three types of alternative media (and their uses) are discussed here - door-to-door distribution, not only of messages but of coupons and samples as well, point-of-purchase display, and messages on th ...

Surveys of two consumer markets and one business-to-business market in the United Kingdom question the generality of a recent finding that consumers expending more effort to request information from a ...

Much of marketing's empirical literature may be of questionable validity. Even marketing management 'classics' are not exempt from this charge and some examples are presented to illustrate this. This ...

Describes a study to 1) identify coupon users among black consumers and 2) to compare motives for using coupons between black and white consumers. Previous (limited) evidence reviewed. Results: no dif ...

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

Describes a research study into the effect of money-off coupons on purchasing behaviour. Results discussed in terms of: price perceptions, the surplus value for the consumer, effects of/on total spent ...

Although several claims have been made about the effectiveness of product sampling as a sales promotion technique, there is relatively little published research in support of these claims. A study of ...

Discusses direct response advertising. In theory, coupons should enable advertisers to measure the cost-effectiveness of their expenditure very accurately, but in practice many factors confuse the iss ...

Discusses how direct-response data should be collated, analysed and used. A computer system (PRAVDA - Phillips Russell's Analysis Vehicle for Direct Advertisers) is described: this programme permits t ...

The study reported develops and tests models explaining consumers' attitudes towards and use of coupons (a price-orientated promotion) and sweepstakes (a non-price promotion). The models are designed ...

The majority of advertising research deals in one form or another with conscious consumer responses to advertising itself: aided recall, recognition, playback, believability, attitudes towards adverti ...