Survey questions promotion offers' cost-effectiveness

March 1982
Marketing News;3/19/1982, Vol. 15 Issue 19, p4
Trade Publication
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.


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