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.

In Case You Missed It... April 2008

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

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.

Finding an optimal mix

Pharmaceutical marketers spend promotional dollars in various ways hoping to increase sales. These promotional dollars are typically allocated to samples, office detailing, hospital detailing, DTC advertising and journal advertising. This article examines the impact of these five promotional mix variables on pharmaceutical sales dollars.

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.

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.

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Related Articles

There are 2 articles in our archive related to this topic.

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.

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.