A test of the association between household product usage and receptiveness to promotional activities
Manufacturers spend more than $60 billion per year on consumer sales promotions, or $3 billion more than is spent on advertising. Conventional wisdom dictates that, for optimal efficiency, sales promotions should be developed to appeal to the heavy users of the product category. There is little research, however, to substantiate the implied assumption that heavy users are more responsive to promotions.
Authors: | Sonner-Fox, Brenda Sue |
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Publisher: |
Florida State University Libraries |
Subject: | Business Administration | Marketing |
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