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Popularity of sales promotion techniques among Hong Kong advertisers - a 10 year content analysis
conference contribution
posted on 2023-05-24, 17:21 authored by Lin YangLin Yang, Tanakinjal, G, Fam, K-SIn 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 with less strategic consideration or attention than any other aspect of the promotion mix (Srinivasan and Anderson 1998). The potential benefits of using sales promotions could range from giving immediacy and encouraging purchase of a product or service by changing the perceived value-for-money equation.
History
Pagination
1-3Department/School
TSBEPublisher
Korean Academy of Marketing Science SocietyPlace of publication
ChinaEvent title
2008 Global Marketing ConferenceEvent Venue
ShanghaiDate of Event (Start Date)
2008-03-20Date of Event (End Date)
2008-03-23Repository Status
- Restricted