Managing the sales promotion mix: Brand managers’ response to sales promotions

Journal of Promotion Management

Volumn 5, Issue 1, 1999, Pages 77-89

  Huff, Lenard C ^a   Alden, Dana L ^a   Tietje, Brian C ^b  

^a UNIVERSITY OF HAWAII   (United States)

^b UNIVERSITY OF WASHINGTON   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85011125756     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v05n01_06     Document Type: Article

References (23)

1. Aaker, David A. (1991). Managing Brand Equity, New York: The Free Press.
2. Bawa, Kapil and Robert W. Shoemaker (1987). “The Effects of a Direct Mail Coupon on Brand Choice Behavior, ”Journal of Marketing Research, 24 (Nov.), 370-376.
3. Bawa, Kapil and Robert W. Shoemaker (1989). “Analyzing Incremental Sales From a Direct Mail Coupon Promotion, ”Journal of Marketing, 53 (July), 66-76.
4. Blattberg, Robert C. and Scott A. Neslin (1990). Sales Promotion: Concepts, Methods, and Strategies, Englewood Cliffs, NJ: Prentice Hall.
5. Campbell, Leland and William D. Diamond (1989). “Effects of Framing on the Perception of Sales Promotions, ” in Proceedings of the 1989 Conference of the American Academy of Advertising, Ed. Kim B. Rotzoll (ed.), RC51-RC56.
6. Conlon, T. J. (1980). “Sweepstakes Rank as Tops, ”AdvertisingAge, (October 6), 56, 58.
7. Davis, Scott, J. Jeffrey Inman, and Leigh McAlister (1992). “Promotion Has a Negative Effect on Brand Evaluations-Or Does It? Additional Disconfirming Evidence, ”Journal of Marketing Research, 29 (February), 143-148.
8. Fader, Peter S. and Leonard M. Lodish (1990). “A Cross-Category Analysis of Category Structure and Promotional Activity for Grocery Products, ”Journal of Marketing, 54 (October), 52-65.
9. Feinman, J. P., R. D. Blashek and R. J. McCabe (1986). Sweepstakes, Prize Promotions, Games and Contests, Homewood, Illinois: Dow Jones-Irwin.
10. Fournier, Susan (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research, ”Journal of Consumer Research, 24, 343-373.
11. Gupta, Sunil (1988). “Impact of Sales Promotions on When, What, and How Much to Buy, ”Journal of Marketing Research, 25 (November), 342-355.
12. Hardy, Kenneth G. (1986). “Key Success Factors for Manufacturers’ Sales Promotions in Package Goods, ”Journal of Marketing, 50 (July), 13-23.
13. Jagoda, D. (1984). “Sweepstakes: It’s Not What You Give But What You Get, ”Marketing Communications, 49, 27-31.
14. Kahneman, D. and A. Tversky (1979). “Prospect Theory: An Analysis of Decision Under Risk, ”Econometrica, 47, 263-291.
15. Kirshnan, Trichy V. and Ram C. Rao (1995). “Double Couponing and Retail Pricing in a Couponed Product Category, ”Journal of Marketing Research, 32 (November), 419-432.
16. Kleine, Robert L. (1981). “Using Supermarket Scanner Panels to Measure the Effectiveness of Coupon Promotions, ” in Marketing: Measurement and Analysis, 1981, Proceedings of the Third ORSA/TIMS Special Interest Conference on Market Measurement and Analysis, Ed. John W. Keon. Providence, RI: The Institute of Management Sciences, 118-124.
17. Leone, Robert P. and Srini S. Srinivasan (1996). “Coupon Face Value: Its Impact on Coupon Redemptions, Brand Sales, and Brand Profitability, ”Journal of Retailing72(3), 273-289.
18. Mas-Colell, Andreu, Michael D. Whinston and Jerry R. Green (1995). Microeconomic Theory, New York: Oxford University Press.
19. Narayana, Chem L. and P. S. Raju (1985). “Gifts Versus Sweepstakes: Consumer Choices and Profiles, ”Journal of Advertising, 14(1), 50-53.
20. Sawyer, Alan G. and Peter R. Dickson (1984). “Psychological Perspectives on Consumer Response to Sales Promotion, ” in Research on Sales Promotions: Col-lectedPapers, Ed. K. E. Josz, Cambridge, MA: Marketing Science Institute, 1-21.
21. Shea, C. (1996). “Playing to Win, ”Promo Magazine, (August), 53-60.
22. Strang, R. A. (1976). “Sales Promotions: Fast Growth, Faulty Management, ”Harvard Business Review, 54 (July/August), 115-124.
23. Tellis, Gerard J. (1998). Advertising and Sales Promotion Strategy, Reading, MA: Addison-Wesley.