Re-examination of sales promotion effectiveness: A descriptive approach
نویسندگان
چکیده
منابع مشابه
Sales Promotion Models
Firms spend a significant part of their marketing budgets on sales promotions. Retail (2012) indicates that during 1997–2011, promotion accounted for roughly 75% of marketing expenditures for US packaged goods manufacturers; the other 25% was for advertising. In 2011, 58% of the budget was spent on promotion to the trade (i.e., from manufacturers to retailers), and 15% on manufacturer promotion...
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A good promotional strategy encompasses advertising, sales promotion, public relations, and personal selling in order to communicate with their present and potential consumers (Kotler, 1994). Because they have been shown to have a significant sales impact, sales promotions are majorly employed in businesses. Application of consumer sales promotions in product management requires debate over its...
متن کاملSales Promotion Preferences: A Demographic Analysis
It would be a significant understatement to say that sales promotion is enjoying a dominant role in the promotional mixes of most consumer goods companies. The 1998 Cox Direct 20th Annual Survey of Promotional Practices suggests that many companies spend as much as 75% of their total promotional budgets on sales promotion and only 25% on advertising. This is up from 57% spent on sales promotion...
متن کاملDropshipping - alternative infrastructure of sales and promotion
An article about the transformation of the theory and practice of marketing in terms of e-commerce and network economy. The author considers Internet Marketing as an independent marketing communication in a virtual environment. The main thesis of the article: virtual environment determines the transformation of marketing, changing methods, priorities and structure not only practice, but also th...
متن کاملSales Promotion Effectiveness: The Impact of Culture at an Ethnic-Group Level
There is considerable interest and debate over the effectiveness of sales promotion. Previous studies have shown that sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This study explores and extends the congruency framework by analysing the impact of culture at an ethnic group level. The purpose is to investigate the popular a...
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ژورنال
عنوان ژورنال: Corporate Ownership and Control
سال: 2015
ISSN: 1810-3057,1727-9232
DOI: 10.22495/cocv12i4c3p1