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Measuring the Effect of Promotional Marketing

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Joan Go, Hong Kong

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
 

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.

 
1
Joan Go, Hong Kong
 

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
 

The Effect of Promotional Marketing on Diversification

@Joanna Tan: Joanna, I still feel you need primary research in the form of experimental design. I h... Sign up

 
1
Soma Sinha Roy
Professor, India
 

Effectiveness of Promotional Program

The measurement will be preceded by determining the promotional objectives that the organization int... Sign up

 

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More on Advertising:
Summary
Discussion Topics
topic Deception in Advertising
🔥 The 5 M's of Advertising
topic How to Target (Top) Managers?
topic Impact of Advertising
topic Measuring the Effectiveness of Advertisements
topic Communication Objectives of Advertising
topic From Advertising to Public Relations?
topic Different Types of Online Advertising
topic Event Sponsoring and Small Firms
topic From Persuasion to Engaging Consumers in 4 Spheres
topic Sustainable Advertising and Sustainable Marketing
topic Theory of Economic Information - Definition of Advertizing Elasticity
topic Cultural Differences in Advertising
topic How Much Should you Spend on Advertising? Budget
topic How to Use Personalized Ads Properly?
topic Nudity in Advertising and Brand Recall
topic Women in Advertisements
👀Measuring the Effect of Promotional Marketing
topic Using Voice-overs in Advertising - You or a Professional?
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Do you know a lot about Advertising? Become our SIG Leader

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