TITLE

Survey questions promotion offers' cost-effectiveness

PUB. DATE
March 1982
SOURCE
Marketing News;3/19/1982, Vol. 15 Issue 19, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the views of Frank E. Camacho, Senior Vice President of Princeton, New Jersey-based Opinion Research Corp. (ORC), regarding sales promotion activities. From a recent ORC survey conducted, of 1004 adults of the U.S. living in private households, Camacho concluded that consumers are anxious to save money. Promotion actives and promotion immunes are the two types of consumers that emerged in the study. Promotion actives represent only 23% of the total population and consists of unemployed married women. According to Camacho, couponing is marginally effective if sales promotion effectiveness is measured by the number of consumers who try a product and continue to purchase it.
ACCESSION #
19002959

 

Related Articles

  • The Framing of Sales Promotions: An Approach to Classification. Diamond, William D.; Johnson, Robert R. // Advances in Consumer Research;1990, Vol. 17 Issue 1, p494 

    Research on sales promotions has been hindered by the absence of a theoretical approach to categorizing promotions. In this paper, the case is made for categorizing promotions by whether they are framed as gains or as reduced losses. A "cost/benefit" approach suggests that non-monetary...

  • DATAMONITOR VIEW.  // MarketWatch: Personal Care;Aug2009, Vol. 8 Issue 8, p1 

    The article discusses various reports published within the issue including the launch of a global brand campaign by Procter & Gamble Co. brand Gillete, the sustainable packaging trend in Great Britain, and the results of the consumer survey in Australia.

  • #1: KFC.  // Advertising Age;9/23/2002, Vol. 73 Issue 38, p10 

    This section provides information on the rankings of several advertising campaigns in the U.S. for the week ended September 15, 2002.

  • Can an ad campaign lift Brand China? Nicholson, Kate // Media: Asia's Media & Marketing Newspaper;7/30/2009, p19 

    The article provides information on the relevance of advertising campaign to Chinese products in China. It mentions the image condition of the current Chinese products and cites the efforts of the Ministry of Commerce in promoting these products through global advertising campaign. It also...

  • Passport to indulgence.  // Dairy Field;Jul99, Vol. 182 Issue 7, p2 

    Reports on Haagen-Dazs Co.'s launch of its sweepstakes promotion in the United States. Trend of the return to indulgence; Criteria for consumer qualification; Research conducted by Opinion Research Corp. on consumers' preferred cities.

  • Insights Into Recycling Behaviors. Smith, Carl // MSW Management;Jul/Aug2010, Vol. 20 Issue 5, p8 

    The author reflects on findings of a survey conducted by Opinion Research Corp. for Call2Recycle in 2009 in the U.S. He asserts that the survey found that 50% fewer Americans admitted to suffering from the standard motivation for consumer recycling behavior, green guilt, compared with in 2008....

  • Be prepared before you buy.  // All You;9/14/2012 Special Issue, p41 

    The article offers tips and cost-saving ideas for consumers before going to the store. The approaches include taking an inventory for out-grown and worn-out clothes, going through junk drawers and cupboards, and swapping items with neighbors. It further suggests to sign up and wait for exclusive...

  • Getting Your Wish List. McPherson, Doug // Response;Oct2004, Vol. 13 Issue 1, p44 

    This article analyzes the rising cost of advertisement of products with respect to their falling response. According to Donald R. Ryan, a senior partner with iKnowtion, a marketing consulting firm in Burlington, Massachusetts, rising prices of general advertising and falling response rates are...

  • It should be bought, not sold. STANLEY, MIKE K. // National Underwriter / Life & Health Financial Services;Oct2012, Vol. 116 Issue 10, p58 

    The article discusses the author's views on the effectiveness of celebrating the Life Insurance Awareness Month (LIAM). He muses on awareness campaigns that convey the message for the product and how they impact massive sales opportunities. The author believes that the LIFE Foundation should...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics