Measuring the effects of promotion on sales in theory and practice

Date of publication: June 15, 1970

Abstract:

Against the background of price inflation in the UK in recent times, it is not easy to objectively compute the effects of promotions on sales. This paper presents some case histories on a number of product fields which throw light on the relationships between promotions and sales and the results are contrasted with the general findings obtained by AGB from significant studies carried out previously.

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