A Communications Framework to Evaluate Sales Promotion Strategies
Elizabeth GardenerState University of New York at Buffalo
Minakshi TrivediState University of New York at Buffalo
In a fiercely competitive marketplace, brand managers strive to understand the impact of sales promotions on consumers in order to select a suitable marketing campaign. Given the increasing importance of such promotions as a percentage of the total advertising and promotional budget (growth from 58 percent in 1976 to 72 percent in 1992, and increasing at a rate of 12 percent per year over the last 10 years), such studies are of significant managerial...