Rethinking Short-Term Persuasion: A Proposed Approach for Marketers - A Holistic Examination of Brand Incentives’ Effectiveness to Drive Short-Term Sales

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Rethinking Short-Term Persuasion: A Proposed Approach for Marketers A Holistic Examination of Brand Incentives' Effectiveness to Drive Short-Term Sales

Carol Foley, David Kuhn and Elizabeth Harris

Leo Burnett Company, Inc.

MANAGEMENT SLANT

  • Among the vast array of short-term sales tactics available to marketers today, consumers organize them into 11 basic types, each delivering specific benefits.
  • This consumer structure does not entirely align with how manufacturers and retailers typically organize them.
  • Although no one of the 11 is perceived to be significantly more effective than any other, there is a wide...

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