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The Interactive Effect of Presentation Format and Brand Usage on the Effectiveness of Retail Price Advertisements

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Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This study examines the impact of %-off and $-off formats on consumers’ responses. Results reveal that the optimal savings presentation format depends on the desired response and on brand usage. This finding underscores the importance of segmenting the market based on user status when planning retail price advertising strategies.

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Author information

Authors and Affiliations

  1. Fairleigh Dickinson University, Norfolk, VA, USA

    Rajesh Chandrashekaran

Authors
  1. Rajesh Chandrashekaran
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Editor information

Editors and Affiliations

  1. Marketing Department, Old Dominion University, Norfolk, Virginia, USA

    John B. Ford

  2. Old Dominion University, Norfolk, Virginia, USA

    Earl D. Honeycutt, Jr.

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Chandrashekaran, R. (2015). The Interactive Effect of Presentation Format and Brand Usage on the Effectiveness of Retail Price Advertisements. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_109

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