Promotions: Adding Value Or Driving Sales?
Colin Bunn and Jonathan Banks ACNielsen
The consumer packaged goods (fmcg fast-moving consumer goods) industry is one of the most dynamic and diverse promotional environments. Here we explore why promotions have superseded media in terms of marketing spend, and, more importantly, how to measure if they add value.
The promotions vs media debate
With their inexorable rise over the last decade, promotions have taken control of the marketing budget. ACNielsen's latest estimates suggest that marketing expenditure is split 60:40 in favour of ...