Promotion Research

We've grouped together all the information our site contains on promotion research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... April 2008: News and notes on marketing and research: tattoos; e-mail marketing; Internet advertising
Trade Talk: Direct mail a direct line to Hispanics: Reports on a study by Vertis Communications which showed that Hispanic consumers show higher response rates to direct mail than non-Hispanics.
Finding an optimal mix: Pharmaceutical marketers spend promotional dollars in various ways hoping to increase sales. These promotional dollars are typically allocated to samples, office detailing, hospital detailing, DTC advertising and journal advertising. This article examines the impact of these five promotional mix variables on pharmaceutical sales dollars.
Beyond mere gut feel: The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.
A new horizon for marketing accountability: The author explains the concepts behind marketing investment management, a method for managing advertising and communications strategies and tactics for optimal business impact.

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There are 8 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Polaroid “checks out” the users of its professional films: Polaroid used ResponseCheck, which combines an incentive with a survey, to profile professional film users by market in an effort to learn which film types were most used in each of the markets and with what applications.
Research helps Boy Scouts of America communicate an active, adventurous image: Boy Scouts of America used focus groups with former Cub Scouts and their mothers, along with ongoing tracking research, in the development of a marketing campaign that would increase awareness that Boy Scouting is an activity-oriented program that differs in many respects from Cub Scouting.
Agri-marketers direct mail with syndicated study: With direct mail being used more and more in the agriculture industry, farm equipment, seed, and chemical marketers are seeking answers to questions about how farmers are receiving their messages. This article discusses the findings of Mail Monitor, a syndicated study that compiles the reactions of farmers in 12 states to the direct mail they receive, including level of readership and action taken for each piece, its size and carrier type and the quantity of mail farmers receive.
Getting lite right: To develop its spring promotion, Chick-fil-A relied upon research using a range of techniques. These include convening a panel of operators from across the country to talk about what customers are looking for in terms of product and special offers; interviewing customers during test marketing of the promotion; and conducting focus groups to test a revised version of the promotion.
Trade Talk: Magazine purrs along nicely: A well-known character can be a valuable asset to a company. Star Kist’s 9 Lives cat food has such an asset with Morris the Cat. This article discusses the expansion of Morris into The Morris Report, a quarterly magazine with several departments, including an advice column written by a veterinarian, and cat tales sent in by readers.

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Related Glossary Terms

Promotion evaluation studies: An analysis of the targeted marketing communication events that are designed to drive sales. This may include analysis of advertising, and public relations as well as an evaluation of sales promotions such as coupons, premiums, rebates, etc.

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Related Associations

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Related Events

AMA SUMMER MARKETING EDUCATOR"S CONFERENCE: August 8-11, 2008; The American Marketing Association will hold its summer marketing educator’s conference on August 8-11 at the Sheraton San Diego Hotel & Marina in San Diego. For more information visit www.marketingpower.com/research.
CASRO ANNUAL CONFERENCE: October 15-17, 2008; The Council of American Survey Research Organizations will hold its annual conference on October 15-17 in Palm Beach, Fla. For more information visit www.casro.org.

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