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Innovative sales promotion techniques among Hong Kong advertisers a content analysis

Citation

Fam, K-S and Yang, L and Tanakinjal, G, Innovative sales promotion techniques among Hong Kong advertisers - a content analysis, Innovative Marketing, 4, (1) pp. 8-15. ISSN 1814-2427 (2008) [Refereed Article]

Copyright Statement

Copyright 2008 Kim-Shyan Fam, Lin Yang, Geoffrey Tanakinjal

Official URL: https://businessperspectives.org/journals/innovati...

Abstract

Sales promotions can be seen as a service that provides encouragement to purchase a product or service by changing the perceived value-for-money equation. In the past decade manufacturers and retailers have been gradually switching from above the line mass media advertising to a variety of below the line sales promotions. Although sales promotions take up a very large share of total marketing expenditure, they remain an area which has less strategic consideration or attention than any other aspect of the promotion mix, especially in the international market arena. There is a scarcity of literature devoted to the use of sales promotion techniques within a particular Asian city over a period of time. This study focuses on the sales promotion techniques employed by advertisers in Hong Kong between 1995 and 2004, and specifically examines the effectiveness of each sales promotion technique in terms of their popularity, size, day of placement and suitability for industries.

Sales promotions can be seen as a service that provides encouragement to purchase a product or service by changing the perceived value-for-money equation. In the past decade manufacturers and retailers have been gradually switching from above the line mass media advertising to a variety of below the line sales promotions. Although sales promotions take up a very large share of total marketing expenditure, they remain an area which has less strategic consideration or attention than any other aspect of the promotion mix, especially in the international market arena. There is a scarcity of literature devoted to the use of sales promotion techniques within a particular Asian city over a period of time. This study focuses on the sales promotion techniques employed by advertisers in Hong Kong between 1995 and 2004, and specifically examines the effectiveness of each sales promotion technique in terms of their popularity, size, day of placement and suitability for industries.

Item Details

Item Type:Refereed Article
Keywords:sales promotion, content analysis, Hong Kong advertising
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Yang, L (Dr Lin Yang)
ID Code:124118
Year Published:2008
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-04-23
Downloads:0

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