The cost-effectiveness of sales promotion

Andrew Marsden

Although sales promotion is part of the marketing mix, individual activities will have their own immediate objectives which may not always fully integrate with the product's long-term strategy.

The cost-effectiveness of sales promotion

-and how to measure it

Andrew Marsden

Although sales promotion is part of the marketing mix, individual activities will have their own immediate objectives which may not always fully integrate with the product's long-term strategy. It is therefore essential to be able to evaluate their performance through measurement systems which are both quantitative and qualitative. Among dangers to be avoided are simply bringing forward sales which would have been made later in any case (and losing profit in the process) or engaging in ill-considered price reductions which damage the brand's premium image built up by...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands