The Quality of Internet-User Recall: A Comparative Analysis by Online Sales-Promotion Types

The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness.

The Quality of Internet-User Recall: A Comparative Analysis by Online Sales-Promotion Types

Esmeralda Crespo-Almendros and Salvador Del Barrio-García

University of Granada (Spain)

Management slant

  • Promotional banners on utilitarian Web sites, such as online newspapers, should offer either financial rewards (discounts or coupons) or utilitarian incentives (incremental convenience or quality, e.g. free samples).
  • Promotional banners on sites that offer hedonic benefits (online travel forums or social networks), should offer non-monetary hedonic incentives (premiums, games, or gifts).
  • Such incentives encourage users to click on the banner, prompting recall of the brand, the product, and the sales promotion itself.
  • Users who...

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