eCite Digital Repository

Popularity of sales promotion techniques among Hong Kong advertisers - a 10 year content analysis

Citation

Yang, L and Tanakinjal, G and Fam, K-S, Popularity of sales promotion techniques among Hong Kong advertisers - a 10 year content analysis, 2008 Global Marketing Conference, 20-23 March 2008, Shanghai, pp. 1-3. (2008) [Conference Extract]


Preview
PDF
Pending copyright assessment - Request a copy
108Kb

Preview
PDF
Pending copyright assessment - Request a copy
1Mb

Abstract

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 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.

Item Details

Item Type:Conference Extract
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:124120
Year Published:2008
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-03-22
Downloads:0

Repository Staff Only: item control page