How to Measure the Effect of Promotional Marketing
Jairaj B. Jatar, Director, India, Member
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.