Objectives: Promotions research

 

In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships. This paper will bring i ...

Research has traditionally posited that sales promotions erode brand equity. However, in current management practices, one may observe that companies design promotional programmes to differentiate and ...

This article describes analysis of the Adlab single-source database to investigate the impact of promotions on fmcg purchases. The report compares categories in terms of promotion use; looks at time t ...

Understanding and evaluating the impact of promotional strategies remains one of the fundamental, interesting, and challenging jobs that a manager faces. Nevertheless, research offers little by way of ...

Promotions testing has traditionally been conducted using concept boards for interviews or slides in group situations. The new technology of multimedia allows us to present highly realistic stimuli wi ...

This paper introduces and explains a process for analyzing and understanding promotion effectiveness and profitability combining the use of information sources, state-of-the-art modeling techniques an ...

In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the s ...

Although sales promotion is part of the marketing mix, individual activities will have their own immediate objectives which may not always fully integrate with the product's long-term strategy. It is ...

The authors study the relationship between pre- and post-promotion dips in weekly store data, and store trading-area customer characteristics. Drawing on recent advances in econometric modelling, they ...

Investigates whether and how pricing and promotional activities influence prescription choice behaviour, using a panel of physicians and data on competitive price and promotional activities. Data sugg ...

The paper uses Procter & Gamble’s (P & G’s) value pricing strategy to study consumer and competitor response to a major, sustained change in marketing mix strategy. Covering the period from 1990 to 19 ...

Although brands have increased their promotional spending substantially in many categories over the past decade, panel-based research into consumer stockpiling behaviour has typically assumed that con ...