Abstract:
The budgetary allocation of many product groups is made long before the responsible advertising managers have decided on the allocation of sales promotion and advertising expenditures. This is the case with branded articles. With such goods both retailers - who prefer sales promotions - and the manufacturers - who prefer classical advertising - influence the budgetary allocation. With branded articles the stronger influence is obviously to be found with trade since two thirds or more of the total turnover of such products depend on such promotion activities. This paper will try to answer the following question: what is the economic situation of the retailers? why do retailers prefer promotions? what advantages do retailers actually receive with a power-shift to their advantage? what does such a power-shift imply for the industry? what advantages does brand advertising offer? what is the consumerâs attitude towards branded articles?
Research Papers
Some thoughts of the past
Catalogue: Seminar 1978: The Business Of Advertising
Author: John Treasure
 
June 1, 1978
Research Papers
The effects of trade development on marketing in the Nineties
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Gunter Redwitz
Company: GfK
June 15, 1992
Research Papers
How to organise and motivate middlemen
Catalogue: Seminar 1969: The Role Of Market Research In The Distribution Of Consumer Goods
Author: Antoine Pillet
 
November 1, 1969
