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Promotions cover a range of tactics, usually short-term in nature, designed to stimulate product sales. Price promotions involve reducing the cost of a product, or offering discounts for bulk purchases. Although widely used, they are felt to have a negative impact on brand equity if overused. Coupons can be used to deliver price promotions to select consumers. Other promotional techniques include contests or giveaways, whereby purchase of a product puts a consumer in contention for a prize.

Key Reading

Important papers from across the Warc database

Nielsen research focusing on how companies around the world, and especially in the US, can make their trade promotions more effective. It finds that the consumer product landscape is becoming increasingly fragmented, resulting in retailers and manufacturers offering various promotion options that often lead to losses rather than gains.
Best Practice paper on how to manage the volume of promotions versus the size of price reductions.
The decline in effectiveness of price promotionsr, and what manufacturers and retailers can do about it.
A brief article highlighting survey data on which kinds of consumers often download digital coupons.

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