Subject Index
 

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 ...

This article claims that most consumers make their brand purchasing decisions instore, and then very quickly. As such, increasing proportions of marketing spend are going into promotion at the 'moment ...

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 ...

Jane Kesley, board dirctor at Emap Advertising, explains the nature and role of cross-media deals in an age when clients want full-service advice from an industry that has become very fragmented. Man ...

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Colin Bunn and Jonathan Banks, from ACNielsen, explore why promotions have superseded media in terms of marketing spend and how to measure if they add value.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

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 ...

Trade funds are the money invested by manufacturers in their customers: price discounts, retail discounts, consumer promotions, retailer promotions. Up to 25% of sales revenue is spent on these, growi ...

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 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 ...

The author suggests that as globalisation continues and the UK's below-the-line sector matures promotional agencies are playing a leading role in many international developments. World famous brands ...

Frequency Shopper (FS) databases have been around for almost a decade. However, only in recent years have they begun to be exploited for their full analytical potential. It is our conclusion that the ...

This article describes how promotions are used by Days Inn in the USA. The author also touches on their use of the Internet.

The author describes how Branders.com, a company supplying promotional gifts, has gone on-line to simplify viewing, selecting and ordering promo items.

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 ...

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

Describes how a newspaper can partner companies in arranging, managing and hosting promotional events.

Describes how Avon creates and manages promotional events.

Digital TV and the Internet can be used to deliver effectively promotional offers. Customers of US chain Wal-Mart swipe a smart card, which stores data about consumers purchase patterns, geodemographi ...

This study, based on depth interviews with 21 experienced frontline brand managers and high level senior managers, focuses on improving the understanding of the advertising and sales promotion budget ...

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 ...

The benefits of Category Management for a supplier organisation are maximised when there is a purchase marketing strategy in place for the category. Purchase marketing is essentially using the store a ...

The author, from JCEC, a public relations agency, describes a wide number of cross promotions that they have devised for events with multiple sponsors. These news events have often been achieved with ...

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 ...