Experimental Designs in Measuring the Effectiveness of Promotion

William S. Hoofnagle

24 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Optimal Experimental Design Methods

Abstract

More than ever, business firms are wanting to know what results are being achieved for their outlay of funds for advertising and promotion. This paper gives some experimental designs that have been successfully used in quantitatively measuring the effects of specific promotional efforts.

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1973Fractional Factorial Experimental Designs in Marketing Research 1973On the Analysis of Interactions in Marketing Research Data 1986An analysis of factors associated with weekly food store sales variation 2018The Sales Impact of Featuring Healthy Foods, Indulgent Foods, or Both: Findings from a Large-Scale Retail Field Study 1995Die Wirkung absatzpolitischer Instrumente 1988A forecasting model to evaluate the profitability of price promotions

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