Understand Promotion Evaluation Studies

Related Articles

There are 7 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Getting lite right

To develop its spring promotion, Chick-fil-A relied upon research using a range of techniques. These include convening a panel of operators from across the country to talk about what customers are looking for in terms of product and special offers; interviewing customers during test marketing of the promotion; and conducting focus groups to test a revised version of the promotion.

A new horizon for marketing accountability

The author explains the concepts behind marketing investment management, a method for managing advertising and communications strategies and tactics for optimal business impact.

New measuring sticks for media and other marketing-mix variables

This article reviews how single-source marketing information has led to practical ways of modeling and understanding the impact of advertising and promotion on product sales. The article discusses ways that marketers might want to view such information to understand brand performance in different geographic markets and implications this might have on marketing strategies. The authors discuss the future of marketing-mix modeling efforts and the impact that these efforts are likely to have on more traditional marketing and advertising research.

Beyond mere gut feel

The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.

Agri-marketers direct mail with syndicated study

With direct mail being used more and more in the agriculture industry, farm equipment, seed, and chemical marketers are seeking answers to questions about how farmers are receiving their messages. This article discusses the findings of Mail Monitor, a syndicated study that compiles the reactions of farmers in 12 states to the direct mail they receive, including level of readership and action taken for each piece, its size and carrier type and the quantity of mail farmers receive.

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Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

How gathering customer purchase stories can spark innovation

The author explores the value of asking consumers about their purchase processes and cites examples of how doing so led to product and service breakthroughs.

The synergistic effects of product characteristics and promotional mix

This article takes a macro-multivariate approach to measuring three types of marketing-mix variables for pharmaceutical products, including five product characteristics, four competitive matrix characteristics and five promotional-mix characteristics and their impact on pharmaceutical sales dollars.

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