Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
Promotions and Advertising: Comparison of Effectiveness
Promotions and Advertising: Comparison of Effectiveness
The Productivity of Sales Promotions
Sales promotions are often described as below-the-line activity, to distinguish them from media (theme) advertising, described as above-the-line activity. These are both funded by manufacturers' advertising and promotional (A&P) budgets. A promotion is a device that enables a manufacturer to make tonnage sales on a once-and-for-all basis. Repeat purchase is only rarely stimulated. And although a promotion does normally have a measurable short-term effect on sales, the downside is that in the great majority of cases, manufacturers pay a very high price in terms of profit forgone.
During the 1970s and 1980s, manufacturers progressively increased the proportion of their A&P budgets that they spent below the line. The reasons ...
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