TITLE

Embedded Premium Promotion: Why It Works and How to Make It More Effective

AUTHOR(S)
Arora, Neeraj; Henderson, Ty
PUB. DATE
July 2007
SOURCE
Marketing Science;Jul/Aug2007, Vol. 26 Issue 4, p514
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In this paper we define an embedded premium (EP) as an enhancement that involves a social cause added on to a product or service. We characterize EP as a sales promotion strategy and juxtapose it with traditional approaches, such as discounts and rebates. Across three experiments, using a nationwide lnternet panel and employing stated measures and model-based inference, we find that at low denominations EP is more effective than an equivalent price discount. We describe how an EP's social association may influence consumer choice quite differently than price promotions and, contrary to the asymmetric price promotion effect documented in the promotions literature, we find that EP benefits an unknown brand more than a known brand. Our hierarchical Bayes approach uncovers heterogeneity in EP effectiveness that can be explained by affinity toward the focal charity, personal motivations, and demographic markers. An identifiable segment of individuals prefer the "other" over "self," suggesting possible EP optimization and segmentation strategies. Two such strategies, customization and coverage, are empirically tested, and the former is shown to be very effective. Our findings have broad implications for brand managers with regard to resource allocation and EP program return on investment (ROI), as well as important social welfare implications.
ACCESSION #
26915330

 

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