Managing the Sales Promotion Mix

Abstract

Though an integral component of many marketing strategies, relatively little has been written about the management of consumer sales promotions. This study introduces a framework that examines the relative importance of key factors on managers' use of two consumer promotions: coupons and sweepstakes. Our results show that brand managers use trade and consumer sales promotions more extensively than media advertising, but do not consider sales promotions to be more effective in meeting objectives. Our sample of U.S. brand managers heavily favor price-oriented over non-price promotions. We conclude that managerial use of sales promotions is influenced primarily by competition and short-term pressures. A national survey of brand managers of packaged convenience goods provides support for the proposed framework.

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