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Promotion evaluation studies Definition

An analysis of the targeted marketing communication events that are designed to drive sales. This may include analysis of advertising, and public relations as well as an evaluation of sales promotions such as coupons, premiums, rebates, etc.

Promotion evaluation studies are research efforts that assess the effectiveness of marketing promotions such as discounts, coupons, loyalty programs and in-store displays. These studies aim to determine whether a promotion influenced consumer behavior, boosted sales, improved brand awareness or changed purchase intent.

What are the key aspects of promotion evaluation studies in marketing research?

• Measures short-term and long-term impact of promotions.
• Tracks changes in sales, foot traffic or online conversions.
• Analyzes consumer awareness and response to the promotion.
• Compares promoted versus non-promoted periods or test/control groups.
• May include both quantitative and qualitative data.

Why are promotion evaluation studies important in market research?

These studies help marketers understand the return on investment of promotional campaigns. By identifying what works and what doesn’t, companies can refine future promotional strategies, allocate budgets more effectively and enhance customer engagement.

Who relies on promotion evaluation studies in marketing research?

• Brand managers.
• Retailers.
• Marketing and sales teams.
• Advertising agencies.
• Category managers and merchandising professionals.

How do market researchers use promotion evaluation studies?

Market researchers use promotion evaluation studies to determine the real-world impact of specific marketing efforts. They design studies to measure changes in behavior during and after a promotion – tracking indicators like sales lift, customer acquisition or redemption rates. Researchers may set up control groups or pre-post testing frameworks to isolate the effect of the promotion. Results from these studies guide decisions on future promotional tactics, messaging, timing and channel selection. They also offer insights into how different segments respond to various incentives, helping brands optimize both short-term performance and long-term loyalty strategies.