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...