Measuring the pulling power of promotions

Abstract

Describes a new way that marketers can determine the success of their promotions in store, and discovers the types of supermarket promotions that work, and why: for instance, it confirms the promotional value of free toys with cereals, especially for younger children. Outlines how the PromoPull evaluation tool was developed to measure promotional pull, ie the share of buyers who bought the product due to the promotion, using children’s food products with both large and small promotional budgets; the database enables analysis of promotions against category, brand, mechanic and demographic averages. Shows in tabular form the top performing supermarket promotions in July 2004.

Citation

Lawrence, D. (2004), "Measuring the pulling power of promotions", Young Consumers, Vol. 6 No. 1, pp. 50-53. https://doi.org/10.1108/17473610510814426