Abstract:
There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at competitors. Some promotions have more the looks of "below the belt" punches whereby the consumer is a bystander who gets some value in an opportunistic way. The truth and consequence of these introductory remarks may be shown in the following chapters, which will deal with brand promotion based on: -point saving systems -price-offs -premiums.
Research Papers
How to operate the finance of a research company
Catalogue: Seminar 1974: Managing Market Research As A Business
Authors: Pieter J. van Turennout, Coen C. J. de Koning
 
May 1, 1974
Research Papers
A new way to measure page-confrontation
Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Johan J. M. van Tulder, Coen C. J. de Koning, Jan D. Noordhoff
 
September 1, 1974
Research Papers
Buying behaviour: A complex phenomenon transformation of panel data to relevant information
Catalogue: Seminar 1982: The Effective Use Of Panels
Author: Coen C. J. de Koning
 
June 15, 1982
