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Joan Go, Hong Kong
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Measuring the Effect of Promotional Marketing
How could one measure the success of promotional marketing, aside from sales figures? (both concretely and not).
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Jairaj B. Jatar
Director, India
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How to Measure the Effect of Promotional Marketing
Joanna, there are number of things that need to discussed BEFORE you can begin the measurement. Nearly all of them involve experimental design in which you need pre-promotion data against which the post-promotion results have to be compared.
In a retailing environment where scanner data is available, your task will be to assess sales volumes of promoted brand and competition.
In other situations you will have to conduct a primary study. Write to me for more details. Regards.
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Joan Go, Hong Kong
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The Effect of Promotional Marketing on Diversification
@Jairaj B. Jatar: Thank you for your reply!
The question I have set for myself is essentially asking how successful the promotional marketing of a new product was in aiding the diversification of a company. I was thinking of simply looking at the profit made versus costs of this new venture, and conducting primary research to see how it has affected brand image and overall sales. (I'm afraid there is no pre-promotional data as it is a new product.) Thoughts?
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Jairaj B. Jatar
Director, India
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The Effect of Promotional Marketing on Diversification
@Joanna Tan: Joanna, I still feel you need primary...
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Soma Sinha Roy
Professor, India
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Effectiveness of Promotional Program
The measurement will be preceded by determining th...
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