Marketing Communications

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418 CHAPTER 12 BRAND ACTIVATION

8 Th e Nielsen Company (2011), ‘Shopping & Saving
Strategies Around the World’, http://www.nielsen.com/
content/corporate/us/en/insights/reports-downloads/
2011/global-shopping-survey-oct-2011.html (accessed
July 2012).
9 Chapman, C.J. and Steenburgh, T.J. (2011), ‘An Investigation
of Earnings Management Th rough Marketing Actions’,
Management Science , 57(1), 72–92.
10 See also http://www.incentivesatwork.com (accessed 27 Sep-
tember 2012).
11 De Morgen , 12 October 2007.
12 Freimer, M. and Horsky, D. (2008), ‘Try It, You Will Like
It – Does Consumer Learning Lead to Competitive Price
Promotions?’, Marketing Science , 27(5), 796–810.
13 Riedall, K. (2011), ‘Linkable Off ers – A Redemption
Revolution’, http://www.brandchannel.com/brand_speak.
asp?bs_id=302 (accessed July 2012).
14 Th e Nielsen Company (2011), ‘Shopping & Saving
Strategies Around the World’, http://www.nielsen.com/
content/corporate/us/en/insights/reports-downloads/
2011/global-shopping-survey-oct-2011.html (accessed July
2012).
15 Slater, J. (2001), ‘Is Couponing an Eff ective Promotional
Strategy? An Examination of the Procter & Gamble Zero-
couponing Test’, Journal of Marketing Communications ,
7(1), 3–10.
16 Felgate, M., Fearne, A., DiFalco, S. and Garcia-Martinez,
M. (2012), ‘Using Supermarket Loyalty Card Data to
Analyse the Impact of Promotions’, International Journal
of Market Research , 54(2), 221–40.
17 Chandran, S. and Morwitz, V.G. (2006), ‘Th e Price of
“Free”-dom: Consumer Sensitivity to Promotions with
Negative Contextual Infl uences’, Journal of Consumer
Research , 33(3), 384–92.
18 Mishra, A. and Mishra, H. (2011), ‘Th e Infl uence of Price
Discount Versus Bonus Pack on the Preference for Virtue
and Vice Foods’, Journal of Marketing Research , 68
(February), 196–206.
19 http://www.esprix.nl/core/winnaars_esprix_2011#!pretty
Photo[bavaria]/0/ , http://www.versereclame.nl/2012/04/18/
de-ek-gadget-van-bavaria-de-v-dress/ (accessed July 2012).
20 Esteban-Bravo, M., Múgica, J.M. and Vidal-Sanz, J.M.
(2009), ‘Magazine Sales Promotion: A Dynamic Response
Analysis’, Journal of Advertising , 38(1), 137–46.
21 See also http://www.incentivesatwork.com (accessed 27 Sep-
tember 2012).
22 Duncan, T. (2002), IMC: Using Advertising and Promotion
to Build Brands. Boston, MA: McGraw-Hill/Irwin;
Brassington, F. and Pettitt, S. (2003), Principles of
Marketing. Harlow: Financial Times/Prentice Hall.
23 Ataman, M.B., Van Heerde, H.J. and Mela, C.E. (2010),
‘Th e Long-Term Eff ect of Marketing Strategy on Brand
Sales’, Journal of Marketing Research , 47(5), 866–82;
Slotegraaf, R.J. and Pauwels, K. (2008), ‘Th e Impact of
Brand Equity and Innovation on the Long-Term Eff ec-
tiveness of Promotions’, Journal of Marketing Research , 45
(June), 293–306.
24 Zhang, Q., Seetharaman, P.B. and Narasimhan, C. (2012),
‘Th e Indirect Impact of Price Deals on Households’

Purchase Decisions Th rough the Formation of Expected
Future Prices’, Journal of Retailing , 88(1), 88–101;
Chapman, C.J. and Steenburgh, T.J. (2011), ‘An Invest-
igation of Earnings Management Th rough Marketing
Actions’, Management Science , 57(1), 72–92; Felgate, M.,
Fearne, A., DiFalco, S. and Garcia-Martinez, M. (2012),
‘Using Supermarket Loyalty Card Data to Analyse the
Impact of Promotions’, International Journal of Market
Research , 54(2), 221–40; Allenby, G.M. and Lenk, P.J.
(1995), ‘Reassessing Brand Loyalty, Price Sensitivity and
Merchandising Eff ects on Consumer Brand Choice’,
Journal of Business and Economic Statistics , 13(3), 281–9;
Leone, R.P. and Srinivasan, S.S. (1996), ‘Coupon Face
Value: Its Impact on Coupon Redemptions, Brand Sales,
and Brand Profi tability’, Journal of Retailing , 72(3),
273–89.
25 Chapman, C.J. and Steenburgh, T.J. (2011), ‘An
Investigation of Earnings Management Th rough
Marketing Actions’, Management Science , 57(1), 72–92;
Ataman, M.B., Van Heerde, H.J. and Mela, C.E. (2010),
‘Th e Long-Term Eff ect of Marketing Strategy on Brand
Sales’, Journal of Marketing Research , 47(5), 866–82;
Sethuraman, R. and Tellis, G.J. (1991), ‘An Analysis of the
Trade off Between Advertising and Price Discounting’,
Journal of Marketing Research , 28 (May), 160–74.
26 For instance, Dhar and Hoch report profi t increase
between 113% and 235%: Dhar, S.K. and Hoch, S.J. (1996),
‘Price Discrimination Using In-Store Merchandising’,
Journal of Marketing , 60 (January), 17–30, while
Nielsen warns for margins being hurt: Th e Nielsen
Company (2012), ‘Marketing Eff ectiveness: Getting the
Right Returns from Brand Investments’, http://www.
nielsen.com/us/en/insights/reports-downloads/2012/
marketing-eff ectiveness.html (accessed July 2012).
27 Gupta, S. (1988), ‘Impact of Sales Promotions on When,
What and How Much to Buy’, Journal of Marketing
Research , 25 (November), 342–55; Blattberg, R.C. and
Neslin, S.A. (1989), ‘Sales Promotion: Th e Long and the
Short of It’, Marketing Letters , 81–97.
28 Grover, R. and Srinivasan, V. (1992), ‘Evaluating the
Multiple Eff ects of Retail Promotions on Brand Loyalty
and Brand Switching Segments’, Journal of Marketing
Research , 29 (February), 76–89.
29 Mulhern, F.J. and Padgett, D.T. (1995), ‘Th e Relation-
ship Between Retail Price Promotions and Regular Price
Purchases’, Journal of Marketing , 59 (October), 83–90.
30 L e e fl ang, P.S.H. and Parreno-Selva, J. (2012), ‘Cross-
Category Demand Eff ects of Price Promotions’, Journal of
the Academy of Marketing Science , 40, 572–86.
31 Grover, R. and Srinivasan, V. (1992), ‘Evaluating the
Multiple Eff ects of Retail Promotions on Brand Loyalty
and Brand Switching Segments’, Journal of Marketing
Research , 29 (February), 76–89; Neslin, S.A., Henderson,
C. and Quelch, J. (1985), ‘Consumer Promotions and the
Acceleration of Product Purchases’, Marketing Science ,
4(2), 125–45.
32 Rothschild, M.L. (1987), ‘A Behavioral View of Promotion
Eff ects on Brand Loyalty’, Advances in Consumer Research ,
14, 119–20.

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