The consumer appeal of on-pack offers

Date of publication: June 15, 1971

Author: Derek C. Martin

Abstract:

The major purpose of this paper is to provide a particular illustration of the testing and evaluation of one type of sales promotion scheme - the on-pack offer. In itself, it points to some of the difficulties of evaluating sales promotion activities, and also to the comparative ease with which some aspects of promotion can be usefully researched. It is, therefore, worthwhile briefly placing this particular study in the context of what research can and should analyse in the sales promotion field.

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