Special report: sales promotion: no end to promotion's upward spiral

As network television advertising becomes more expensive and less effective, marketers are turning increasingly to sales promotions to build market share. Major advertising agencies are acquiring or starting promotion agencies. Promotion results are easily tracked. Retailers have strong incentives f...

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Bibliographic Details
Published in:Advertising age 1987-03, Vol.58 (12), p.S1
Main Author: Edel, Richard
Format: Article
Language:English
Subjects:
Advertising agencies
Advertising expenditures
Bottrell, Ron
Brandon, Robert D
Flanagan, Joe
Loughrane, Barry E
Major Article
Market shares
Marketing
Marketing Budgets
Mcelnea, Jeff
McLean, Dick
Peterson, Ronald
Premiums
Robinson, William A
Sales promotions
Schultz, Don
Smithburg, William D
Vincent, Richard
Online Access:Get full text
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Summary:As network television advertising becomes more expensive and less effective, marketers are turning increasingly to sales promotions to build market share. Major advertising agencies are acquiring or starting promotion agencies. Promotion results are easily tracked. Retailers have strong incentives for promotion cooperation. Frequent promotion cycles, however, can result in week-to-week trading of market share.
ISSN:0001-8899
1557-7414