An Analysis of the Elements Determining Effective Non-Price Promotions
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Authors
Hamill, William J.
Issue Date
1976
Type
Thesis
Language
en_US
Keywords
Advertising , Multiple regression model , Non-price promotion
Alternative Title
Abstract
Non-price promotions are effective vehicles for aiding the overall corporate advertising program. The author examines three different kinds of non-price promotions isolating the essential elements determining their effectiveness. Each promotion is illustrated by an actual case study. A Multiple Regression Model is used to support the merits of and arrive at the circumstance for effective promotions. A theory is developed indicating the importance of informational feedback in the implementation of the successful non-price promotional cycle.
Description
This thesis is being archived as a Digitized Shelf Copy for campus access to current students and staff only. We currently cannot provide this open access without the author's permission. If you are the author of this work and desire to provide it open access or wish access removed please contact the Wahlstrom Library to discuss permission.
Citation
W.J. Hamill, "An Analysis of the Elements Determining Effective Non-Price Promotions", MBA dissertation, School of Business, Univ. of Bridgeport, Bridgeport, CT, 1976.