Abstract
To the extent that the industrial goods manufacturer indulges in sales promotion of one sort or another, these activities in similar fashion to the product, price and distributive channels, must ‘fit’ into the total marketing mix so as to make the most effective contribution possible to attaining the firm’s marketing goals. At the same time, the area of promotion, in that it calls for co-ordinating different activities (e.g. sales representation and advertising) presents its own ‘mix’ problem — that is, the elements of the promotional programme must be balanced.
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Chapter 10
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As examples of this approach see, for example, P. Mouvid, ‘The Psychology of Sales Performance’, Marketing (Dec 1975);
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These and other examples, together with a description of the much quoted ‘DAGMAR’ approach, can be found in R. H. Colley, Defining Advertising Goals for Measured Advertising Results (New York: Association of National Advertisers, 1961).
A method to relate the attainment of a communications objective with an ultimate sales result has been proposed by C. Freeman, in ‘How to Evaluate Advertising’s Contribution’, Harvard Business Review (July/Aug 1962), but the method is based on numerous assumptions and there is little evidence that it has been found of practical use.
See M. L. Ray, ‘Marketing Communications and the Hierarchy of Effects’, in New Models for Communications Research, ed. P. Clarke (Beverly Hills, Calif.: Sage, 1974).
P. Spillard, ‘How to Promote Industrial Products’, Marketing (Feb 1977). For case examples see the same author’s ‘Industrial Sales Promotion in Practice’, Marketing (Sep 1977).
See for example, J. Peters, ‘PR Strategy’, Industrial Marketing (Feb 1976);
R. Gugenheimer, ‘PR can play a key role in industrial selling’, Industrial Advertising and Marketing (Sep 1974);
and W. P. Margulies, ‘Make the Most of Your Company Identity’, Harvard Business Review (July/Aug 1977).
M. Sharman, ‘Industrial Packaging can boost sales’, Marketing (Dec 1976).
R. K. Swandby and J. Cox, ‘1975 Trade Show Trends for 25 British Shows and 25 Top Shows in the US’, Industrial Marketing (Apr 1976).
See also D. McDermott, ‘How to Improve the Cost Efficiency of Exhibition Work’, Industrial Advertising and Marketing (Mar 1972).
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© 1980 Ronald McTavish and Angus Maitland
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McTavish, R., Maitland, A. (1980). Sales Promotion. In: Industrial Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-16317-5_10
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