Promotion Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

How gathering customer purchase stories can spark innovation

The author explores the value of asking consumers about their purchase processes and cites examples of how doing so led to product and service breakthroughs.

In Case You Missed It... December 2011

News and notes on marketing and research: Facebook offers that deliver; Lego crowdsources

Let's make a deal: The gamification of the saving experience

Research from Chicago research company Mintel indicates that consumers have grown to enjoy bargain-hunting as a pastime.

The synergistic effects of product characteristics and promotional mix

This article takes a macro-multivariate approach to measuring three types of marketing-mix variables for pharmaceutical products, including five product characteristics, four competitive matrix characteristics and five promotional-mix characteristics and their impact on pharmaceutical sales dollars.

Organizational performance: Are you using the right metric?

Robust performance assessment programs include both success metrics and performance indicators, where performance indicators have been proven to affect change in the outcomes the success metrics measure.

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Related Articles

There are 13 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Agri-marketers direct mail with syndicated study

With direct mail being used more and more in the agriculture industry, farm equipment, seed, and chemical marketers are seeking answers to questions about how farmers are receiving their messages. This article discusses the findings of Mail Monitor, a syndicated study that compiles the reactions of farmers in 12 states to the direct mail they receive, including level of readership and action taken for each piece, its size and carrier type and the quantity of mail farmers receive.

Research encourages a comprehensive re-design of Blue Nun packaging

After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Finding an optimal mix

Pharmaceutical marketers spend promotional dollars in various ways hoping to increase sales. These promotional dollars are typically allocated to samples, office detailing, hospital detailing, DTC advertising and journal advertising. This article examines the impact of these five promotional mix variables on pharmaceutical sales dollars.

Beyond mere gut feel

The author explains the market response modeling process and argues for its ability to show a company how its marketing expenditures are contributing to the bottom line.

Research helps Boy Scouts of America communicate an active, adventurous image

Boy Scouts of America used focus groups with former Cub Scouts and their mothers, along with ongoing tracking research, in the development of a marketing campaign that would increase awareness that Boy Scouting is an activity-oriented program that differs in many respects from Cub Scouting.

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Related Suppliers: Research Companies from the SourceBook

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Specialties

• Consumer Promotion Research
• Couponing Research
• Program Effectiveness Studies
• Promotion Dev./Evaluation Studies

Industries

• Direct Marketing/Direct Response

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Related Suppliers: Moderators

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• Direct Marketing/Direct Response

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