TITLE

APPROACHES TO PROMOTION EVALUATION: A PRACTITIONER'S VIEWPOINT: COMMENTARY REPLY

AUTHOR(S)
Abraham, Magid; Lodish, Leonard
PUB. DATE
March 1987
SOURCE
Marketing Science;Spring87, Vol. 6 Issue 2, p152
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article focuses on trade promotion. The authors have also stressed the potential problems of shipment-based methods for analysis in situations with heavy deal to deal buying. However, we do not feel that throwing the baby out with the bath water is necessarily always the best solution. In situations where there is no other consumer level or warehouse withdrawal data, shipment data can be valuable if used correctly. Such situations occur in classes of trade that do not have scanner data or warehouse withdrawal data available. These include mass merchandisers and drug stores. The authors have developed routines for using key account data to isolate those accounts who are not buying from deal to deal, and using those accounts to project to other accounts in the area used for analysis. Such procedures have been successful in analysis of mass merchandisers and drug stores, even in heavily promoted categories. They also agree that promotions may obtain some legitimate "new" tiers for a product and convert them to regular users.
ACCESSION #
4476940

 

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