Promotion Research

Recent Articles

Below are the 5 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.

In Case You Missed It... December 2011

News and notes on marketing and research: Facebook offers that deliver; Lego crowdsources

Let's make a deal: The gamification of the saving experience

Research from Chicago research company Mintel indicates that consumers have grown to enjoy bargain-hunting as a pastime.

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.

Organizational performance: Are you using the right metric?

Robust performance assessment programs include both success metrics and performance indicators, where performance indicators have been proven to affect change in the outcomes the success metrics measure.

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Related Articles

There are 13 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Research helps Boy Scouts of America communicate an active, adventurous image

Boy Scouts of America used focus groups with former Cub Scouts and their mothers, along with ongoing tracking research, in the development of a marketing campaign that would increase awareness that Boy Scouting is an activity-oriented program that differs in many respects from Cub Scouting.

Trade Talk: Direct mail a direct line to Hispanics

Reports on a study by Vertis Communications which showed that Hispanic consumers show higher response rates to direct mail than non-Hispanics.

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.

In Case You Missed It... April 2008

News and notes on marketing and research: tattoos; e-mail marketing; Internet advertising

Trade Talk: Magazine purrs along nicely

A well-known character can be a valuable asset to a company. Star Kist’s 9 Lives cat food has such an asset with Morris the Cat. This article discusses the expansion of Morris into The Morris Report, a quarterly magazine with several departments, including an advice column written by a veterinarian, and cat tales sent in by readers.

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Related Suppliers: Research Companies from the SourceBook

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Specialties

• Consumer Promotion Research
• Couponing Research
• Program Effectiveness Studies
• Promotion Dev./Evaluation Studies

Industries

• Direct Marketing/Direct Response

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Related Suppliers: Moderators

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• Direct Marketing/Direct Response

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