Effective use of advertisements promoting sale prices

Abstract

Draws from various theoretical bases and empirical research to offer managerial recommendations concerning the communication of sale price information in advertisements. Addresses the manner in which the manipulation of price cues, semantic cues and product cues in an advertisement can enhanceperceptions of utility via increases in the internal reference price, the perceived value implied by the offering price, and perceptions of product quality.

Citation

Fraccastero, K., Burton, S. and Biswas, A. (1993), "Effective use of advertisements promoting sale prices", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 61-70. https://doi.org/10.1108/07363769310026584