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:
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