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Research papers

"What if" this promotion had not been run at all?

Two experiments are presented. One deals with "in shop" promotions, the other with "in home" promotions (coupon delivered at home). Both aimed at estimating to what extent promotion actually boosted the sales (thus generating a profit to be...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Alain Kling
June 15, 1976

Research papers

Evaluating a consumer dial

In this article we show how the effects of many marketing actions can now be evaluated in some detail. The basic question considered is not whether there was any positive effect at all (eg on total sales) but what kind of effect it was (eg extra...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Andrew S. C. Ehrenberg, Gerald J. Goodhardt
June 15, 1976

Research papers

Introduction

The objective of this seminar is to bring together marketing people, marketing researchers, promotions people, and people from the trade, and to try to establish a conceptual framework by an exchange of their different points of view.

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Jacques E. Andriessens
June 15, 1976

Research papers

Survey on the consumer's attitude towards coupons in France

This study was conducted in France to obtain a better knowledge on the consumer's attitude towards couponing promotions. Similar studies were conducted by NIELSEN in other countries (United Kingdom and United States) and it is interesting to make...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Jean Barrault
Company: Nielsen
June 15, 1976

Research papers

Learning about promotions

Ultimately we need to establish the effects which promotions have on the consumer- i.e. any increased purchasing in the short term, or changes in attitudes and loyalty in the longer term - and to relate this to costs. Where promotions are aimed at...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Andrew S. C. Ehrenberg
June 15, 1976

Research papers

The contribution of psychographic research to promotion

The purpose and the nature of this memo is a very practical one: it is to show how we tried to make better decisions on promotions by reinforcing the classic judgemental approach with an inter-subjective research oriented approach (based on consumer...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: E. Petit Damico, Wolfgang Noll
June 15, 1976

Research papers

Some examples of research on bio-tex promotion

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: John Knecht, Marten Rook
June 15, 1976

Research papers

The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising

This paper summarises a market research programme that was carried out before, during and after the Martini 'Wonderful World' promotion in England in the spring of 1975. In our experience it is all too often true that promotional material is...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Michael J. Franklin, David Wilding
June 15, 1976

Research papers

At least sixty percent of promotion material is wasted!

Our study was based on representative samples of important groups of the food trade: 50 interviews among wholesale companies: 50 interviews among central offices of chains and 333 interviews among retailers with an annual sales volume of DM 200.000...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Wolfgang Schaefer
Company: Schaefer market research GmbH
June 15, 1976