Living Reference Work Entry

Encyclopedia of Law and Economics

pp 1-4

Date: Latest Version

Promotional Effort

  • Nikolaos GeorgantzisAffiliated withEconomic and Social Sciences, School of Agriculture Policy and Development, University of ReadingLEE & Economics Department, Universitat Jaume I Email author 
  • , Christian Boris BrunnerAffiliated withSchool of Agriculture, Policy and Development, University of Reading


The term promotional effort refers to all strategies aimed at broadening a firms’ market scope through the establishment if a larger and more loyal consumer basis. Advertising, public relations, sales promotion, personal selling as well as price-related strategies affecting a firm’s sales potential are addressed. Both positive and normative approaches are birefly reviewed, discussing the theoretical and empirical issues studied in the existing literature.