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Article
Publication date: 1 March 1988

Steven W. Hartley and James Cross

Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This…

2692

Abstract

Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This article considers some of the key issues that influence sales promotion decisions. It describes current sales promotion activities, identifies some of the negative consequences of these activities, introduces a cost‐benefit philosophy for sales promotion decisions, and proposes a specific method for making those decisions.

Details

Journal of Consumer Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 1 April 1988

Ellen R. Foxman, Patriya S. Tansuhaj and John K. Wong

Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales

1496

Abstract

Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales promotion has been generally ignored by researchers. This article briefly reviews the criteria used in the US to evaluate sales promotions and these criteria are found inadequate to guide the formulation of sales promotion internationally. Environmental sensitivity factors are identified which are overlooked in domestic sales promotions and an audit approach to planning and evaluating cross‐national sales promotion strategy is presented.

Details

International Marketing Review, vol. 5 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 February 1984

Donald W. Cowell

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local…

Abstract

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that astute use of sales promotion can play in their marketing campaigns. Examines the meaning of sales promotion and gives a list of commonly used promotions given by local government. Reveals that careful planning, execution and evaluation of sales promotion can make it a useful tool for the recreation and leisure service manager.

Details

European Journal of Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 May 2023

Yahui Liu, Hualu Zheng, Shuai Yang and Junjie Wang

This study aims to examine how the effect of pop-ups on an omnichannel brand’s subsequent online sales is moderated by the brand’s online price and premium promotions, paid search…

Abstract

Purpose

This study aims to examine how the effect of pop-ups on an omnichannel brand’s subsequent online sales is moderated by the brand’s online price and premium promotions, paid search and popularity signaling.

Design/methodology/approach

Using a difference-in-differences approach, this study appraises variations in two similar Chinese apparel brands’ online sales before and after one of the brands’ implementations of its pop-ups and how the brand’s online promotions modify the pop-ups’ effect.

Findings

Unique, interactive pop-ups boost brands’ subsequent online sales. Online price promotions negatively moderate the effect; online premium promotions and paid search positively moderate it. Moreover, the product’s popularity diminishes the extent to which a pop-up stimulates online demand. These findings can be partially generalized to other categories, such as utilitarian products.

Practical implications

Only certain online strategies enhance the effect of pop-ups on brands’ online sales, so practitioners should strategically select appropriate promotion combinations when they operate pop-ups and allocate resources across channels. In addition, the moderating influence of online promotions on pop-ups depends on the type of product being promoted.

Originality/value

Pop-ups offer proven abilities to deliver sensory experiences to online shoppers, reinforce brand awareness and loyalty and boost online sales. This study extends prior research by examining how various online promotions moderate pop-ups’ effects.

Details

European Journal of Marketing, vol. 57 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 June 1998

Kirk L. Wakefield and Victoria D. Bush

Previous sales promotion research has focused primarily upon groceries and packaged goods. This research examines what motivates consumers to respond to sales promotions for…

3957

Abstract

Previous sales promotion research has focused primarily upon groceries and packaged goods. This research examines what motivates consumers to respond to sales promotions for leisure services. Leisure services may offer price deals, but also frequently offer non‐price sales promotions which may add entertainment value for some consumers. We find that consumers who are likely to respond to leisure service price deals are motivated by primarily economic reasons. Emotional motives, on the other hand, are found to drive consumer responses to organization‐related non‐price deals.

Details

Journal of Services Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 7 January 2013

Lisa McNeill

The purpose of this paper is to address the globalisation/culture issue by comparing two Asian countries in which there has been limited prior research regarding their respective…

6657

Abstract

Purpose

The purpose of this paper is to address the globalisation/culture issue by comparing two Asian countries in which there has been limited prior research regarding their respective supermarket industries, namely, Singapore and Malaysia.

Design/methodology/approach

The research design adopted a case-study approach, with two general cases (the New Singaporean and Malaysian supermarket retail industries), made up of two embedded cases each (retailers and manufacturers operating within each country).

Findings

The overall finding is that despite prior assumptions that suitability is reliant on product type or country choice, there are a number of sales promotion techniques that are inherently suited to the supermarket industry as a whole. The majority of these “inherently suitable” techniques are price-based and the conclusion is then that these techniques can be used globally. Value-added techniques, on the other hand, should be localised to fit with the market in which they are being applied.

Practical implications

Tools best suited to the grocery product sales environment appear to be price-based or linked to price reductions (i.e. price discounting and discount-linked point-of-purchase (P-O-P) or end-of-aisle (E-O-A) displays combination and volume offers), suggesting that those tools which are inherently suitable to the industry are likely to meet retailers' shorter-term objectives rather than manufacturers' longer-term ones. The difficulty faced by manufacturers, then, is aligning their sales promotion objectives with the tools that are best able to achieve results in the supermarket environment.

Originality/value

Globalisation of the supermarket industry has also meant that marketers continue to need a better understanding of cross-cultural issues and their effect and national culture frameworks can be used to develop marketing theories which are suited to a particular region. The current research identifies preferences for different sales promotion techniques in the two nationally similar, yet ethnically diverse, countries under study, as well as examining application of these techniques in the retail environment.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 January 2018

Umair Akram, Peng Hui, Muhammad Kaleem Khan, Yasir Tanveer, Khalid Mehmood and Wasim Ahmad

The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and…

11744

Abstract

Purpose

The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use.

Design/methodology/approach

An online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling.

Findings

Three major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying.

Research limitations/implications

First, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying.

Originality/value

This research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art…

16005

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 March 1989

Robert Kimball

Investigates the role and management of sales promotion in UScompanies. Reports on a study intended to identify factors thatinfluence sales promotion management. Concludes that…

2565

Abstract

Investigates the role and management of sales promotion in US companies. Reports on a study intended to identify factors that influence sales promotion management. Concludes that the product category and the firm′s position within the category are related to sales promotion behaviour, with similarity in sales promotion behaviour among firms in similar product marketing environments.

Details

Journal of Consumer Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 October 1998

Srini S. Srinivasan and Rolph E. Anderson

Sales promotions are probably the least understood and least analyzed of all the promotional tools, yet they are among the most costly and most frequently used. Today’s top…

11486

Abstract

Sales promotions are probably the least understood and least analyzed of all the promotional tools, yet they are among the most costly and most frequently used. Today’s top managers are relentlessly searching for new areas in which to cut costs and increase profits, so sales promotion are coming under greater scrutiny than ever. In order to justify and skillfully use expenditures on sales promotions for different objectives and target markets, marketing managers must understand some key concepts and thoroughly examine several critical variables across markets and among sales promotion tools themselves that impact directly on sales, profitability, and value added.

Details

Journal of Product & Brand Management, vol. 7 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

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