Abstract:

This paper demonstrates how the marketing value of a permanent coupon saving promotion system can be estimated by application of the TARGET MONITOR MODEL. An important finding is that the permanent coupon saving promotion can increase the quality of consumer franchise of a brand, like successful advertising is supposed to do. Consequently advertising campaigns and permanent saving systems may well be of a substitutive nature. Such a finding can have important consequences for the allocation of advertising and promotion budgets, as far as spent upon these marketing instruments.