Promotional competitions as a strategic marketing weapon

Article Abstract:

A survey of companies which sponsor promotional competitions supports earlier research conclusions that promotional competitions are a valuable marketing tool. Many academics believe that promotional competitions are of limited marketing value, but the survey indicates that promotional competitions are a flexible communication tool with good short-term sales effectiveness. However, it also indicates that firms frequently manage the competitions poorly, with particular concerns being the poor pretesting and insurance of promotional competitions, and the absence of long-term impact assessment.

Sales Promotion--Games & Contests, Contests

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Manufacturer and retailer preceptions of in-store promotions in South Africa

Article Abstract:

A sample of 144 South African retailers and 133 manufacturers have been studied to discover how in-store promotions are perceived in that country. Manufacturers are retailers tend to perceive these promotions in different ways. There is a need for greater communication between both parties, and there is also a need for more accurate measurement of the effectiveness of in-store promotions. This would also result in enhancing the service available for consumers.

General Merchandise Stores, Retail stores, Marketing management

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Framing effects of coupon face value on coupon redemption: a literature review with prepositions

Article Abstract:

This paper investigates how information presented in a coupon affects a promotionEs success, by comparing different forms of coupons, and studies how important the presence of regular price information is on the coupon. Findings reveal that marketers should reveal regular price information on the coupon to ensure successful redemptions. Public policy makers are advised to request norms for marketers to provide truthful price information on the coupons.

United States, Sales Promotion, Sales Promotion-Couponing, Coupons (Retail), Discount coupons

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