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How Promotions Work
Robert C. Blattberg,Richard A. Briesch,Edward J. Fox +2 more
- pp 157-167
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TLDR
In this paper, an overview of the research and findings from the sales promotion literature is presented, which is intended to offer direction for future research in the area of sales promotion, as well as important sales promotion topics that have not yet been studied.Abstract:
By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.read more
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Revisiting Marketing’s Lawlike Generalizations:
TL;DR: In this paper, the authors classify these generalizations into four categories: location centric, time centric (TC), market centric and competition centric), and argue that each category is now being affected by at least one major contextual discontinuity that is likely to challenge the relevance, if not validity, of these well-accepted lawlike generalizations.
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Dietary Implications of Supermarket Development: A Global Perspective
TL;DR: Overall, the most universally applicable dietary implication is that supermarkets encourage consumers to eat more, whatever the food.
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Retail Grocery Store Marketing Strategies and Obesity: An Integrative Review
TL;DR: Findings suggest several strategies for in-store marketing to promote healthful eating by increasing availability, affordability, prominence, and promotion of healthful foods and/or restricting or de-marketing unhealthy foods.
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The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications
TL;DR: In this article, the authors develop a descriptive dynamic brand sales model and use it to determine normative price promotion strategies, and they project that the use of their model could improve manufacturers' profits by as much as 7% to 31%.
A Meta-Analysis of the Impact of Price Presentation on Perceived Savings
TL;DR: In this article, a meta-analysis of 20 published articles in marketing examines the effects of price frames and situations on perceived savings and finds that the presence of a regular price as an external reference price enhances the offer value of large plausible deals and implausible deals.
References
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Posted Content
A Probabilistic Choice Model for Market Segmentation and Elasticity Structure
TL;DR: This paper proposed a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity, and applied it in a study of competition between national brands and private labels in one product category.
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Impact of Sales Promotions on when, what, and how Much to Buy:
TL;DR: In this paper, the effectiveness of a sales promotion can be examined by decomposing the sales "bump" during the promotion period into sales increase due to brand switching, purchase time acceleration, and stockp...
Posted Content
Modeling Loss Aversion and Reference Dependence Effects on Brand Choice
TL;DR: This article developed a multinomial logit formulation of a reference-dependent choice model, calibrating it using scanner data, and found that consumers weigh losses from a reference point more than equivalent sized gains (loss aversion).
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Reference Effects of Price and Promotion on Brand Choice Behavior
TL;DR: When consumers are exposed to pricing and promotional activity by frequently purchased packaged goods, they may develop expectations that are used as points of reference in evaluating future activi... as discussed by the authors,.
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An Empirical Analysis of Internal and External Reference Prices Using Scanner Data
Glenn E. Mayhew,Russell S. Winer +1 more
TL;DR: In this article, single-source yogurt data are used to examine whether both internal and external reference prices affect purchase decisions, and both types of variables have significant effects on purchase probabilities.