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An Analysis of the Effectiveness of Consumer Premium Promotions

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Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference

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Abstract

The use of consumer self-liquidating premium promotions is widespread. However, little research has been published in this area. A large amount of data on actual premium promotions was obtained from a leading manufacturer of consumer packaged goods. Based on this information, several questions are addressed relating to: (1) sales response effectiveness over time, (2) effectiveness in attracting competitors’ customers, (e) interactions between premium prices and required proofs of purchase, and (4) findings of follow-up surveys as a way of analyzing promotion success.

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References

  • Brown, Robert George (1974), "Sales Response to Promotions and Advertising," Journal of Advertising Research, (August), 33–38.

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Author information

Authors and Affiliations

  1. University of Arkansas, Edinburg, USA

    C. P. Rao

  2. University of North Alabama, Edinburg, USA

    Gerald Crawford

Authors
  1. C. P. Rao
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  2. Gerald Crawford
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Editor information

Editors and Affiliations

  1. Georgia Institute of Technology, Atlanta, Georgia, USA

    Naresh K. Malhotra

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© 2015 Academy of Marketing Science

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Rao, C.P., Crawford, G. (2015). An Analysis of the Effectiveness of Consumer Premium Promotions. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_58

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