Considers the differences between consumer perceptions of onmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as onmonetary promotions to be noticed by...

Negativity in marketing communication is a dangerous phenomenon that is the antithesis of the goal of public relations and advertising. Despite its increased prominence in the marketplace, the literature has barely given notice to negative communications. This article presents a series of four...