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Philip Morris uses research based sales promotion

Date of publication: June 15, 1968

Catalogue: ESOMAR Congress 1968

Author: Bernard Krief

Abstract:

Sales promotion is an integral instrument and not just a minor advertising accessory. The paper presents a case history: The 1967 Sales Promotion Campaign conducted in France for Philip Morris by Bernard Krief Promotion The following phases will be analysed: - Preliminary research work; - Target selection; - Promotion policy; - Guidelines followed and budget apportionment; - Sales promotion actions.

Bernard Krief

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Research Papers

Philip Morris uses research based sales promotion (French)

Catalogue: ESOMAR Congress 1968

Author: Bernard Krief

 

June 15, 1968

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Citation

Krief, B. (1968a, June 15). Philip Morris uses research based sales promotion (French). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/philip-morris-uses-research-based-sales-promotion-french-


Research Papers

Sales promotion

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Gerry Postlethwaite

 

November 6, 1985

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Citation

Postlethwaite, G. (1985a, November 06). Sales promotion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/sales-promotion


Research Papers

The contribution of research to long-term capital decisions

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: David Zelkowitz

 

June 15, 1983

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Citation

Zelkowitz, D. (1983a, June 15). The contribution of research to long-term capital decisions. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-contribution-of-research-to-long-term-capital-decisions


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Citation

Krief, B. (1968a, June 15). Philip Morris uses research based sales promotion. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-contribution-of-research-to-long-term-capital-decisions