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Journal articles on the topic 'Promotions'
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Yu, Zhenpeng, Hui Zeng, and Liaogang Hao. "Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan." Social Behavior and Personality: an international journal 51, no. 6 (2022): 1–7. http://dx.doi.org/10.2224/sbp.12218.
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We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention. Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.
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McDonald, Mark, and Daniel Rascher. "Does Bat Day Make Cents? The Effect of Promotions on the Demand for Major League Baseball." Journal of Sport Management 14, no. 1 (2000): 8–27. http://dx.doi.org/10.1123/jsm.14.1.8.
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A primary objective of sport marketers in the professional sport setting is to develop strategies to increase game attendance. Historically, one of the strategies to accomplish this goal has been the utilization of special promotions. This paper studied the impact of promotions on attendance at professional sport games. Specifically, this research examines (a) the overall effect of promotions on attendance, and (b) the marginal impact on attendance of additional promotional days. Using a data set containing 1,500 observations, we find that a promotion increases single game attendance by about 14%. Additionally, increasing the number of promotions has a negative effect on the marginal impact of each promotion. The loss from this watering down effect, however, is outweighed by the gain from having an extra promotion day.
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Büttner, Oliver B., Arnd Florack, and Anja S. Göritz. "How shopping orientation influences the effectiveness of monetary and nonmonetary promotions." European Journal of Marketing 49, no. 1/2 (2015): 170–89. http://dx.doi.org/10.1108/ejm-01-2012-0044.
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Purpose – This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness. Design/methodology/approach – The hypotheses were tested in three experiments. Study 1 used a measure of shopping orientation as a consumer disposition and examined its influence on promotion attractiveness. Two further studies used an experimental manipulation of shopping orientation and examined its influence on promotions attractiveness and retailer choice. Findings – The results supported the hypotheses. Task-focused shoppers evaluated monetary promotions as more attractive than nonmonetary promotions. Experiential shoppers evaluated both types of promotions as comparably attractive. Furthermore, experiential shoppers were more likely than task-focused shoppers to choose a retailer offering a nonmonetary promotion over a retailer offering a monetary promotion. Low financial budget, however, reduced the influence of shopping orientation on retailer choice. Originality/value – To effectively use promotions as a tool, marketers and retailers need to know when and how to use them, as well as understand which type of promotion is the most effective. This research implies that retailers will benefit from customizing promotions to fit consumers’ shopping orientations. Furthermore, the findings show that the advantage of such a tailored approach is reduced if consumers’ financial budget is limited.
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Niu, Jia, Shanshan Jin, Ge Chen, and Xianhui Geng. "How Can Price Promotions Make Consumers More Interested? An Empirical Study from a Chinese Supermarket." Sustainability 16, no. 6 (2024): 2512. http://dx.doi.org/10.3390/su16062512.
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Price promotions are commonly employed to enhance supermarket performance and the sustainable development of the retail industry, yet their effectiveness may vary among similar supermarket chains. In contrast to Western countries, Chinese supermarkets are typically community-centered, allowing consumers to make frequent visits due to lower transaction costs. This multiple-visit pattern discourages substantial one-time purchases based on promotions. This study aims to investigate how pricing promotions can attract consumers more effectively and which product categories are most suitable for this purpose. Utilizing scanner data from Chinese chain supermarkets, we empirically assess the impact of promotion depth, breadth, and duration on consumer purchasing behavior using fixed effects models, IV, and GMM methods. Furthermore, we identify product category characteristics that are more appealing to consumers based on the relationships between different product category promotions and consumer behavior. Results demonstrate that each of the three price-promotion features has a positive effect on Chinese supermarket performance, with varying degrees of significance. Different promotion methods not only benefit promoted products but also stimulate sales of non-promotional items. At the product level, the impact of supermarket promotions on performance differs across categories. The most attractive category in terms of consumer purchases influenced by discounts is special paper, while small kitchen appliances have the least impact. Promoting categories with lower average prices, higher average sales volumes, fewer products, and better storage durability is conducive to attracting consumer shopping. These empirical findings have implications for academic research on price promotion theory and supermarket managers’ pricing strategy decisions, as well as the sustainable development of the offline retail industry.
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Keller, Wiebke I. Y., Barbara Deleersnyder, and Karen Gedenk. "Price Promotions and Popular Events." Journal of Marketing 83, no. 1 (2018): 73–88. http://dx.doi.org/10.1177/0022242918812055.
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Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged goods categories in the Netherlands over more than four years, the authors find that a price promotion offered around a popular event often generates a stronger sales response than the same promotion at nonevent times, with a price promotion elasticity that is 9.3% larger, on average, during events. Still, the variance in relative promotion response across brands and events is high, and the authors identify several drivers that managers should consider before shifting promotions toward event times. Currently, managers often do not take these drivers into account. This study provides guidelines to improve promotional timing decisions in relation to popular events.
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Pan, Huifeng, and Hong-Youl Ha. "The moderating role of mobile promotion during current and subsequent purchasing occasions: the case of restaurant delivery services." International Journal of Contemporary Hospitality Management 34, no. 2 (2021): 601–22. http://dx.doi.org/10.1108/ijchm-07-2021-0852.
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Purpose This study aims to explore the moderating outcomes of mobile promotions in three parts. First, Study 1 is conducted to discover the moderating effect of mobile promotions when consumers initially purchase a restaurant service. Second, Study 2 investigates how the promotion level during subsequent purchasing events moderates the relationship between attitudes toward selecting a restaurant brand (ATRB) and repurchase intentions. Third, the study compares mobile promotion effects between the initial purchase stage and subsequent purchase state. Design/methodology/approach Two studies are conducted to test the hypotheses. Using a longitudinal survey, Study 1 demonstrates the moderating role of mobile promotions (M-promotions) during the initial restaurant choice stage (T). Study 2 extends these findings to the reordering stage (T+1). Findings The results of Study 1 show that price discounts are much more impactful than free delivery when food quality and online reviews are positive. Study 2 shows that price discounts have more substantial effects than gifts at time T+1 when ATRB is positive. The findings are relevant to both scholars and managers, adding insights to discussions on promotions arising from the evolution of consumption experiences. Research limitations/implications Promotions differ in financial value; hence, comparisons of promotional packages may vary during subsequent purchase states, helping to explain subsequent promotion stages and enabling scholars to understand their impact on the food reordering context. Originality/value The fact that no empirical studies have examined the roles of M-promotions during subsequent purchasing stages constitutes a significant gap in extant promotion research. Therefore, this study seeks to fill this gap by providing robust evidence to demonstrate these effects and related temporal mechanisms. Additionally, although the literature on promotion is used mostly in cross-sectional studies, this study addresses a common challenge to reveal dynamics of promotion levels during subsequent consumption periods.
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Bondarenko, Valerii, and Bogdana Vyshnivska. "PROMOTIONAL MARKETING AS A METHOD OF INCREASING SALES." Three Seas Economic Journal 4, no. 2 (2023): 21–28. http://dx.doi.org/10.30525/2661-5150/2023-2-3.
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This article examines the importance of promotional marketing in modern business. An analysis of scientific research and publications on the subject of promotions and their impact on business success has been carried out. The main types of promotions and their characteristics of use in business are considered. The key elements of the promotional marketing strategy and their influence on the effectiveness of the promotional campaign were studied. The research methodology consisted of the analysis of scientific literature and publications on the topic of promotional marketing in business, as well as the use of such methods as analytical (analysis of statistical data and reports of Flagman Seafood LLC on the use of promotions and their impact on product sales) and case study research (use of promotions by the company, their results and impact on consumers). The scientific novelty of promotional marketing research lies in the study of various aspects and effectiveness of promotional strategies in modern conditions. Specifically: analysis of the impact of various factors on the success of promotions, including pricing strategy, distribution channels and consumer behaviour; study of different types of promotions, such as discounts, gifts, loyalty programmes and promotions, in order to determine the most effective strategies for increasing sales and attracting new customers; study of the impact of promotions in different markets, in particular, study of the influence of cultural and social factors on the reaction of consumers to different promotional strategies. The study showed that the effectiveness of promotions depends on their correct selection and calculation. Insufficient attention to target group analysis and the development of an effective promotion strategy can lead to unsuccessful results and a loss of consumer confidence in the brand. The practical value of the research lies in the fact that the article provides practical advice and recommendations on the use of promotional marketing in business. In addition, the article can be useful for marketing managers and entrepreneurs who plan to develop their business with the help of promotions. The results of the study allow us to understand the importance of promotional marketing for increasing the competitiveness of the company and attracting more customers. The scientific novelty lies in deepening the understanding of promotional marketing and determining its importance for business. The article offers an original classification of promotions and analyses their role in the formation of consumer behaviour. In general, the article helps to increase the effectiveness of marketing strategies and ensure the successful operation of enterprises in the conditions of the modern market.
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Annisa Desty Puspatriani. "Tinjauan Strategi Promosi pada Karya Mebel Tasikmalaya." Jurnal Ekonomi Bisnis dan Manajemen 2, no. 1 (2024): 1–12. http://dx.doi.org/10.38204/ekobima.v2i1.1903.
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Currently, many promotions are carried out using digital media which are easier to use and save costs. This promotion can be said to be more effective when compared to promotions such as personal selling, direct selling and distributing brochures in general. This promotional technique is called digital marketing.This research aims to determine the promotional strategy carried out by Karya Mebel Tasikmalaya in direct promotion. This research is qualitative research with data collection carried out using literature study methods and interviews with the owners of the Karya Mebel Tasikmalaya company.Based on the research results, it can be concluded that the promotional strategy carried out by Karya Mebel Tasikmalaya has been implemented well, because it is in accordance with the promotional mix.
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Abdul Rahman, Rosnani, Zainuddin Ibrahim, Mohd Ikhwan Mohd Marzuki, Nur Sarifah Hasan, Ahmad Syafiq Zulfadzli, and Zakiah Zainal. "Augmented Reality: The Future of Movie Promotion for Malaysian Youth Cinemagoers." International Journal of Creative Multimedia 4, no. 2 (2023): 56–87. http://dx.doi.org/10.33093/ijcm.2023.4.2.5.
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Posters are great ways to promote movies. They visually show crucial components that stimulate excitement and interest in upcoming films. Nevertheless, using posters as movie promotional tools presents certain issues. Given the high volume of film releases annually, it can be challenging to differentiate oneself in a saturated market. Moreover, assessing their efficacy can pose a significant challenge. The movie advertising industry stands to benefit significantly from augmented reality's (AR) rapid development. It has the potential to generate interest in upcoming films by creating interactive and immersive experiences. This study aims to understand how Malaysian youths view AR movie promotion to determine the best approaches to creating AR-based movie promotions. Three augmented reality (AR) experiences promoting the local film "Roh" were developed and tested on university students aged 18 to 25. The results illustrate the perceptions of the Malaysian youths regarding AR movie promotion and suggest optimal approaches to creating AR-based movie promotions that appeal to this demographic.
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Aigner, Andreas, Robert Wilken, and Sylvie Geisendorf. "The Effectiveness of Promotional Cues for Organic Products in the German Retail Market." Sustainability 11, no. 24 (2019): 6986. http://dx.doi.org/10.3390/su11246986.
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The market for organic products is constantly growing, but successfully promoting them remains a controversial issue. Marketing research shows that organic products such as fruits and vegetables cannot be advertised effectively via monetary promotions (e.g., discounts); however, how promotional effectiveness is affected by other promotional actions (e.g., offering premiums instead of discounts) or the product type promoted (e.g., promoting hedonic products such as organic ice cream instead of utilitarian products) has not been empirically investigated to date. Through a study conducted with 487 German participants, we demonstrate that monetary promotion is less effective for organic than for conventional products. In contrast, non-monetary promotion (via offering increased content) enhances promotional effectiveness more for organic than for conventional products. Increased heuristic processing can explain these findings, as consumers focus more on the heuristic cues offered by non-monetary promotion when confronted with organic, and in particular hedonic organic, products.
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S Nair, Sujith, Muhammed Rafid V P, Munawara, Muhammed Safwan, Nida Marwa N, and K. Abdulla Zainul Abid. "The impact of sales promotion techniques on consumer purchase decisions within community pharmacies." Journal of Innovations in Pharmaceutical and Biological Sciences 11, no. 02 (2024): 25–28. http://dx.doi.org/10.56511/jipbs.2024.11204.
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The study analyzeshow sales promotions affect customer behaviourin community pharmacies by looking at psychological factors, economic incentives, and ethical issues. The goal of the study is to offer practical insights and evidence-based suggestions to make sales promotion strategies more effective and ethical in community pharmacies. The objective is to study is to examine the influence of sales promotions on consumer behaviour in community pharmacies, with a specific focus on whether sales promotions effectively improve drug sales to customers. The findings suggest that a combination of product availability, brand trust, cost savings, and professional advice drives consumer decisions. Convenience-related services are particularly attractive to consumers, with 43.8% valuing extended hours and 21.5% appreciating delivery services. This influence of sales promotion highlights the need for pharmacies to consider various promotional strategies to cater to different consumer preferences. The study concludes that while sales promotions do impact consumer buying decisions at local pharmacies, their influence varies widely among individuals. Factors such as product availability, brand loyalty, price discounts, and pharmacist recommendations also play significant roles. Most of the time customers aren't influenced by sale promotions because they might be confused about whether the products are expired or if there's something wrong with the stock. The study concludes that effective promotional and service strategies should take into account these diverse consumer preferences to boost customer satisfaction and increase sales.
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Hermanses, Bintang, and Widyarso Roswinanto. "Optimalisasi Strategi Promosi Digital di Era Digitalisasi: Sebuah Kajian Komprehensif pada PT Glamourix AFA Indonesia Skincare 2022-2023." Journal of Emerging Business Management and Entrepreneurship Studies 3, no. 2 (2023): 119–34. http://dx.doi.org/10.34149/jebmes.v3i2.137.
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In the digitalization era, digital promotions are crucial for companies, including the skincare industry, such as designing digital promotion programs at PT. Glamourix AFA Indonesia Skincare 2022-2023. The method used in this research is descriptive-qualitative and field research by conducting literature studies, interviews, and observations. The research results show that PT. Glamourix AFA Indonesia needs to develop a digital promotional program design to achieve product sales targets. Promotion of skincare products is carried out by creating blog content, videos, and social media activities by providing special discounts—a digital promotion process for Emre PT products. GAI carries out four types of promotions: advertising on social media and Instagram, public relations by utilizing content via Instagram, direct marketing via instant messages on WhatsApp, and sales promotions by creating discount programs. Emre's digital promotion strategy for the 2022-2023 period that Emre can carry out is digital advertising by working with digital TV stations to market products by developing a digital promotional program design for PT. Glamourix AFA Indonesia Skincare is expected to be able to increase sales to a broader target consumer and be able to compete with competing companies in the increasingly tight skincare industry in Indonesia.
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Harris, Jennifer L., Marlene B. Schwartz, and Kelly D. Brownell. "Marketing foods to children and adolescents: licensed characters and other promotions on packaged foods in the supermarket." Public Health Nutrition 13, no. 3 (2009): 409–17. http://dx.doi.org/10.1017/s1368980009991339.
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AbstractObjectiveTo analyse cross-promotions targeted to children and adolescents on packaging in the supermarket.DesignOn three occasions from 2006 to 2008, researchers purchased all foods in a large supermarket that included a cross-promotion on the package. A total of 397 products were categorized by promotional partner, food category, targeted age group, promotion type, product nutrition, and company policies on marketing to children.ResultsThe number of products with youth-oriented cross-promotions increased by 78 % during the period examined. Overall, 71 % of cross-promotions involved third-party licensed characters and 57 % appealed primarily to children under 12 years of age; however, the use of other forms of promotions increased from 5 % of the total in 2006 to 53 % in 2008, and promotions targeting pre-school and general audiences increased from 23 % to 54 % of the total. Only 18 % of products met accepted nutrition standards for foods sold to youth, and nutritional quality declined during the period examined. Food manufacturers with policies limiting marketing to children represented 65 % of all youth-oriented cross-promotions, their use of cross-promotions increased significantly, and the nutritional quality of their products did not improve. Some media companies did reduce the use of their properties on food promotions.ConclusionsOverall, the supermarket environment worsened due to an increase in cross-promotions targeted to children and adolescents and a decline in the nutritional quality of these products. This analysis failed to find improvements in food marketing to youth and highlights the need to expand current industry self-regulatory pledges.
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Hasanah, Kharina Malihatul. "Strategi Promosi untuk Menarik Minat Nasabah di BMT UGT Sidogiri Cabang Pembantu Mumbulsari Kabupaten Jember." Economic : Jurnal Ekonomi dan Hukum Islam 12, no. 2 (2021): 131–36. http://dx.doi.org/10.59943/economic.v12i2.7.
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The fourth component of the marketing mix is promotion strategy, which is a sort of communication used to educate and persuade potential customers about products and services. Promotion may be beneficial for both consumers and producers. The purpose of this study is to determine how well promotional strategies to pique customer interest are being used at BMT UGT Sidogiri, Mumbulsari Sub-Branch, Jember Regency. This study employs qualitative research, collecting data through observation, interviews, and recording, and then analyzing it according to Miles and Huberman's theoretical framework. According to the study's findings, the BMT UGT Sidogiri Mumbulsari sub-branch employs both advertising promotions and face-to-face sales promotions as part of its promotional efforts to pique customers' interest.
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Tsamrotul Fuadah, Rully Khairul Anwar, and Encang Saefudin. "PENERAPAN BAURAN PROMOSI TERHADAP PROMOSI PERPUSTAKAAN KEMENTERIAN KELAUTAN DAN PERIKANAN MELALUI MEDIA INSTAGRAM." Jurnal Ilmiah Multidisiplin 2, no. 05 (2023): 24–32. http://dx.doi.org/10.56127/jukim.v2i05.868.
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Perpustakaan Kementerian Kelautan dan Perikanan need to carry out promotions to introduce themselves to their target users. The promotions of libraries through Instagram media is interesting to talk because it is one of the core activities that libraries carry out using media that is widely used by many people. This study uses a qualitative descriptive method to analyze and describe library promotion in detail with data collection techniques are observation, interviews, and literature studies. Data analysis techniques that used in this study are data reduction, data display, and conclusion drawing/verification. Perpustakaan Kementerian Kelautan dan Perikanan has implemented elements of the promotion mix are sales promotion by procuring quizzes with prizes and awarding the best library users, personal selling through giving responses in comments and Instagram DMs, public relations and publicity through holding public relations activities and publishing activities, and direct marketing through the dissemination of information directly through Instagram. Advertising is not carried out in library promotion.
 Keywords: promotions of libraries; promotio mix; Perpustakaan KKP
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Moon, Sangkil, Wagner A. Kamakura, and Johannes Ledolter. "Estimating Promotion Response When Competitive Promotions Are Unobservable." Journal of Marketing Research 44, no. 3 (2007): 503–15. http://dx.doi.org/10.1509/jmkr.44.3.503.
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This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions—namely, the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade organizations, but they seldom have access to data on competitive promotions at the customer level. Promotion response models in the literature either have ignored competitive promotions, focusing instead on the focal firm's promotions and sales response, or have considered the ideal situation in which the analyst has access to full information about each firm's sales and promotion activity. The authors propose a random coefficients hidden Markov promotion response model, which takes the competitor's unobserved promotion level as a latent variable driven by a Markov process to be estimated simultaneously with the promotion response model. This enables the authors to estimate cross-promotion effects by imputing the level of competitive promotions. The authors test the proposed model on synthetic data through a Monte Carlo experiment. Then, they apply and test the model to actual prescription and sampling data from two main competing pharmaceutical firms in the same therapeutic category. The two tests show that compared with several benchmark models, the proposed random coefficients hidden Markov model successfully imputes unobserved competitive promotions and, accordingly, reduces biases in the own- and cross-promotion parameters. Furthermore, the proposed model provides better predictive validity than the benchmark models.
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Pambudi, Lutfi Pambudi, and Nunik Hariayanti. "Analysis of communication strategies used for lengkuas island tourism promotion by the tourism and culture office of Belitung." Symposium of Literature, Culture, and Communication (SYLECTION) 2022 3, no. 1 (2023): 412. http://dx.doi.org/10.12928/sylection.v3i1.13931.
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This research aims to determine the communication strategy implemented by the Belitung Regency Tourism and Culture Office in promoting Lengkuas Island to increase interest in visiting. This type of research is qualitative research using in-depth interview methods and content analysis of promotional materials. Data collection techniques in this research use library studies and field studies. Testing the validity of the data used is member checking and discussion with colleagues. This research sample was taken using a purposive sampling technique and there were five informants, namely, two key informants and three supporting informants. The results of the research show that there are four promotions carried out by the Belitung Regency Culture and Tourism Office on Lengkuas Island, namely promotions through advertising, personal selling, sales promotions and public relations. Advertising is carried out using print media and online media, for print media it is carried out by disseminating information. about Lengkuas Island through magazines, which consist of Visit Belitung magazine, which is a magazine produced by the Culture and Tourism Office of Belitung Regency and carried out promotions with Nusae magazine, a national magazine from Bandung. Apart from that, advertising on the Lengkuas Island tourist attraction is also carried out through online media such as Instagram., Facebook, YouTube and website, Personal Selling is carried out through WhatsApp Broadcasting, participating in exhibitions and holding Table Top Events, Sales Promotion is carried out through the Launching of Lengkuas Island Tour Packages, Public Relations is carried out by inviting cooperation from various agencies and involving local media to national media. held to promote Lengkuas Island. Recommendations were expressed to increase the efficiency and effectiveness of Lengkuas Island tourism promotion.
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Venkatesh, Gummadi, Mr G. Subbareddy, and Dr Venkata Rangaiah. "Promotional Activities At Dobro Toyota." Think India 22, no. 2 (2019): 47–54. http://dx.doi.org/10.26643/think-india.v22i2.7954.
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This particular topic is chosen because every organization required promotion to promote their product and services. Sales promotions re playing a vital role in today's market. So it is important to know how far these promotional activities are creating brand awareness in the minds of the customer and influencing them to go for the products and services and also the need to increase the quality, creativity and utilization of technology in the distribution and sales promotions.
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Chung, Jaekwon. "Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing." Sustainability 12, no. 14 (2020): 5653. http://dx.doi.org/10.3390/su12145653.
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Quality uncertainty is one of the major challenges for new products entering a market. Companies launching new products may consider price-related promotions to stimulate consumer purchases. Prior studies have investigated the impacts of quality uncertainty and price-related promotions on consumer behavior. However, studies that consider quality uncertainty and price-related promotions on consumers’ perceived savings based on regulatory focus are rare. Therefore, this study aims at investigating the impacts of price-related promotions (price discount and value-added promotion), quality uncertainty (high vs. low), and regulatory focus (promotion vs. prevention) on perceived savings. Survey studies were conducted, and results were analyzed. The results indicate that when quality uncertainty level is high, perceived savings for price discount and value-added promotions are higher for promotion-focused consumers compared with prevention-focused consumers. By contrast, when quality uncertainty level is low, perceived savings for price discount and value-added promotions are higher for prevention-focused consumers compared with promotion-focused consumers. The results of this study are expected to assist companies in introducing new products to develop sustainable price-related promotions.
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Zhang, Jie, and Michel Wedel. "The Effectiveness of Customized Promotions in Online and Offline Stores." Journal of Marketing Research 46, no. 2 (2009): 190–206. http://dx.doi.org/10.1509/jmkr.46.2.190.
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This study investigates the effectiveness of customized promotions at three levels of granularity (mass market, segment specific, and individual specific) in online and offline stores. The authors conduct an empirical examination of the profit potential of these customized promotion programs with a joint model of purchase incidence, choice, and quantity and through optimization procedures for approximately 300 conditions. They find that (1) optimization procedures lead to substantial profit improvements over the current practice for all types of promotions (customized and undifferentiated); (2) loyalty promotions are more profitable in online stores than in offline stores, while the opposite holds for competitive promotions; (3) the incremental payoff of individual-level over segment- and mass market–level customized promotions is small in general, especially in offline stores; (4) for categories that are promotion sensitive, individual-level customized promotions can lead to a meaningful profit increase over segment- and mass market–level customized promotions in online stores; and (5) low redemption rates are a major impediment to the success of customized promotions in offline stores. Optimal undifferentiated promotions should be the primary promotion program in this channel, and firms can benefit from offering a combination of optimal undifferentiated and customized promotions for suitable categories in offline stores.
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Gustafsson, Stefanie, and Juani Swart. "‘It’s not all it’s cracked up to be’: Narratives of promotions in elite professional careers." Human Relations 73, no. 9 (2019): 1199–225. http://dx.doi.org/10.1177/0018726719859404.
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How do organizational decision-makers and promotion candidates experience promotions in elite professional careers? Despite literature recognizing that promotions are important career events for organizations and individuals, this question has received little scholarly attention. Drawing on a narrative approach and combining spoken and visual accounts, this article examines how organizational decision-makers and promotion candidates experience the promotion to partnership in law firms. Our study reveals four narratives that illustrate important differences and similarities in their accounts. In the official script, organizational decision-makers uniformly recounted promotions in a detached way, emphasizing objective meanings of career success. In contrast, promotion candidates’ accounts were varied, ranging from joy and anticipation in walk in the park, to anger and frustration in dark art to anxiety and ambivalence in bittersweet narratives. The study makes three contributions to the literature on promotions. First, we develop an emotion-based understanding of promotions suggesting that promotions are constructed through people’s lived emotional experiences that inform their meaning making of the new role. Second, we argue that promotions are not always positive career events, but potentially contradictory and negative. Third, we contribute to extant research on promotions that has favoured quantitative methodologies by adopting a multimodal approach.
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Sofiani, Sofiani. "EFEKTIFITAS PROMOSI STAYCATION HOTEL MENGGUNAKAN DIGITAL MARKETING DALAM MEMPERTAHANKAN TINGKAT HUNIAN KAMAR DI MASA PANDEMI COVID-19." Destinesia : Jurnal Hospitaliti dan Pariwisata 3, no. 2 (2022): 61–67. http://dx.doi.org/10.31334/jd.v3i2.2078.
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Product promotion is one of the methods used by companies that aim to break the sales of products that have been produced. Promotion is a way to inform, refer, and remind consumers directly or indirectly about a product or brand being sold (Fitri, 2016). In addition to increasing product sales, promotions also have certain objectives, namely to convey information, position the product, and provide added value from the product.Hotel Santika Indonesia makes staycation promotions as one of the superior products at all Santika Hotels in Indonesia. This product is expected to increase marketability during the COVID-19 pandemic which has reduced the room occupancy rate. With a promotion through good digital marketing, it will be able to increase the income of all Santika Hotels. By using digital marketing, namely through websites, social media, online advertising and mobile applications. By maximizing the four digital marketing segments, it will be able to lift promotions from renewal companies from various aspects, including following the latest news can be one of the attractions in carrying out promotional strategies through digital marketing.
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Faizah, Salsabila, and Ria Edlina. "Aktivitas Promosi Wisata Kuliner Ikan Bilih Sebagai Makanan Khas Danau Singkarak Kabupaten Tanah Datar." JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial 4, no. 1 (2024): 262–66. http://dx.doi.org/10.47233/jkomdis.v4i1.1602.
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The problem studied in this research is culinary tourism promotion activities for bilih fish as a typical food of Lake Singkarak in promoting and marketing bilih fish culinary tourism. Based on these problems, this research aims to describe the marketing promotion activities used by UMKMactors at the Tourism Department in carrying out promotional activities for the Ikan Bilih culinary tourism product. The research approach used is descriptive qualitative. The source of research data is the result of observations of the activities of the Tanah Datar Regency Tourism Office and UMKM actors at Lake Singkarak. Data collection was carried out using observation, interviews and documentation techniques. The theory used is IMC (integrated marketing communications). This theory was put forward to show that the Bilih Fish culinary tourism promotional activities used by Bilih Fish traders in marketing their tourism products are advertising techniques, sales promotions, personal sales "face to face sales", public relations "public relations" Based on the presentation of results based on data and also the results of interviews conducted by researchers, it was concluded that promotional activities for culinary tourism of bilih fish as a typical food of Lake Singkarak, Tanah Datar Regency, it could be concluded that the five promotional communication indicators implemented by UMKM in Lake Singkarak were based on promotion theory. The mix is advertising (public relations), direct marketing (direct marketing), sales (sales promotion), and personal sales (personal sales) fifth in terms of promotions carried out to increase sales of Bilih Fish in Lake Singkarak. Of the fifth indicators, the least dominant among UMKM actors is advertising, in other words there is still a lack of innovation and creativity in promoting it, not all Ikan Bilih MSME actors in Lake Singkarak are able to market Ikan Bilih culinary delights as creatively as possible. The lack of unity between UMKM in terms of pricing also has an impact on sales of Bilih Fish. The role of the Creative Economy Tourism Office is to provide guidance, facilities and financial support to UMKM.
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Asmawatiy, Cici, Elfina Aliyati Rasyidi HB, and Rizalul Gadi. "BAURAN PROMOSI PADA PROGRAM STUDI ADIMINISTRASI BISNIS POLITEKNIK NEGERI BANJARMASIN." Al-KALAM : JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN 9, no. 2 (2022): 1. http://dx.doi.org/10.31602/al-kalam.v9i2.7748.
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This study aims to determine the promotion mix at the Banjarmasin State Polytechnic Business Administration Study Program and to find out the obstacles faced and the efforts made related to the implementation of the Promotional Mix. This study uses descriptive methods, data collection techniques used are interviews, observations and documentation. While the data analysis technique used is qualitative analysis.The results of this study indicate that the Business Administration Study Program in carrying out promotional activities is said to be still less than optimal related to promotions that are carried out only limited to advertising and publicity that are not paid to attract new prospective students to the Business Administration Study Program, the obstacle faced is the limited funding for promotional activities, and efforts are being made to increase other promotional mix activities to support existing activities, namely collaborating on other study programs, utilizing assistance from the extended family of the Business Administration Study Program, conducting promotions in learning activities for students, one of whose duties is to design promotions. and carry out promotional activities from other mixes such as public relations and direct marketing.
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Wier, Benson, Dan N. Stone, and James E. Hunton. "Promotion and Performance Evaluation of Managerial Accountants (Retracted)." Journal of Management Accounting Research 14, no. 1 (2002): 189–208. http://dx.doi.org/10.2308/jmar.2002.14.1.189.
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Using survey, interview, and archival data, we investigate two questions related to managerial accountants' (MA) performance evaluations (PE) and promotion processes: (1) Are there “fast tracks” (i.e., positive serial dependencies) in promotions? (2) Are promotions primarily determined by within-rank comparisons (i.e., “relative” comparisons) or comparisons to standards (i.e., “absolute” evaluations)? The survey data (n = 101) suggest that lower- and higher-ranking MA have differing perceptions of PE and promotion processes. For example, lower-ranking MA generally believe in the existence of fast-track promotions while higher-ranking MA do not. Twenty years of archival PE and promotion data (1976–1995) from 5,899 managerial accountants employed at 2,525 companies in three industries (publishing, paper, and chemical) do not support the existence of fast-track promotions; instead, the archival data suggest a negative correlation between time to promotion to senior and time to promotion to manager. In addition, these data suggest that comparisons to standards are the largest influence on promotions to manager, while within-rank comparisons are the largest influence on promotions to senior. We conclude by discussing the importance and limitations of our results.
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Osei, Ernest, Mary Magdalene Awuku-Larbi, and Henry Blewushie. "Challenges Faced by Human Resource Department Regarding Teachers’ Promotions and Salary Upgrading: A Case of GA West Education Directorate of the Greater Accra Region of Ghana." Asian Journal of Education and Social Studies 42, no. 2 (2023): 33–47. http://dx.doi.org/10.9734/ajess/2023/v42i2912.
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Promotion is among the essential human resource functions carried out in any organization. The study assessed challenges of processing teachers' promotions and salaries in Accra, Ghana. The sequential explanatory design was used for the study. The population for the research comprised teachers and officials of the human resource departments of the Ga West Education Directorate. The study used simple random and purposive sampling techniques. Questionnaires and interview guides to collect data. A number of significant challenges were encountered by human resource departments in processing promotions and salary upgrading. These were large number of teachers due for promotion, ineffective implementation of promotion leading to number of complaints from teachers, low funding for processing promotions and salary upgrading, poor record management of promotions and salary upgrading and unfairness and corruption. The study further revealed that good promotion policy, adequate information on promotion opportunities, adequate provision of funds for processing promotions and salary upgrading, proper record management on promotions and salary upgrading are measures that could be adopted to solve problems of promotion and salary upgrading of teachers. The study recommended that all teachers who are due for promotion should be promoted and have their salaries upgraded on time. Proper records of teachers must be kept by the Ga West District Education Directorate and Ghana Education Service to ease the promotion process.
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Fong Yee Chan, Fanny. "The perceived effectiveness of overt versus covert promotions." Journal of Product & Brand Management 29, no. 3 (2019): 321–34. http://dx.doi.org/10.1108/jpbm-06-2018-1912.
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Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full factorial design was used. A public sample of 537 participants had participated in the study. The conceptual model was further tested on 106 participants using stimuli of a fictitious brand. Findings A two-stage moderated mediation analysis shows that the perceived believability of promotional materials was a significant mediator of the form of promotion and brand evaluations. Consumers showed a higher level of believability toward covert promotion, which, in turn, led to more positive evaluations of the promoted brand. Advertising skepticism and brand awareness were found to significantly moderate the relationship between form of promotion and attitudes toward the promoted brands. A similar pattern of results was obtained when stimuli of a fictitious brand were used. Originality/value This research addresses an important issue in marketing communication and extends the understanding of the perception of overt and covert promotions by examining the underlying mediating and moderating variables, which have rarely been explored before. The results guide marketers in developing effective marketing communication strategies for well-known, less well-known and even new brands. It also directs policymakers to consider whether integrated branded content in recipes should be disclosed to protect consumers from surreptitious promotions, which may help to lower consumers’ skepticism toward advertising in the long run.
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Surya, Desayu Eka, and Beni Efrianto. "The Promotion Implementation of the Culture and Tourism Department of Indonesia on the Open Pit Nam Salu Geosit Tourism Object." Journal of Eastern European and Central Asian Research (JEECAR) 9, no. 1 (2022): 112–19. http://dx.doi.org/10.15549/jeecar.v9i1.871.
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The purpose of the study was to determine the implementation of the promotion of the Department of Culture and Tourism of East Belitung Regency at the Open Pit Nam Salu Geosit tourist attraction. The research was conducted with a qualitative approach, using descriptive methods, data collection techniques using literature review, and field studies consisting of observations, interviews, and documentation. The results showed that various promotions had been carried out. Other promotional activities include sales promotions by launching tour package events in collaboration with the Communication and Informatics Office, Education Office, Industry and Trade Cooperative Office in charge of Small and Medium Enterprises (SMEs) in East Belitung Regency, as well as local and national media. The promotion was carried out because the target public of the Open Pit Nam Salu Geosit tourist attraction varied from social, economic, and age backgrounds. The promotion's impact and usefulness are that more and more people know about the Open Pit Nam Salu Geosit tourist attraction, so they are interested in visiting it, making tourist attraction more popular. Research advice is to pay attention to places that sell billboards. For example, by placing them in the middle of the city that the public easily sees them.
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Sharma, Ayushi, O. P. Wali, and Rakesh Mohan Joshi. "A Critical Investigation of Consumer Response for Monetary and Non-monetary Promotions Across E-services." Paradigm 24, no. 2 (2020): 195–207. http://dx.doi.org/10.1177/0971890720959530.
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Monetary and non-monetary promotions are very evident in e-commerce. Consumer comes across them daily while making purchase decisions. This study brings in the perspective of how consumer leverages the two types of promotion when they choose to make their e-purchase. Study focuses on three service sectors (ordering food online, booking ride online and booking event tickets) and how consumer response differs across them for evaluating two categories of promotion. Consumer budget also plays an important role. It changes the consumer shopping orientation as well as the evaluation of promotion while making a purchase decision. Study also shows that gender play a significant role while evaluating monetary promotion; however, non-monetary promotions are no different for them. The findings of the study have implications for e-retailers to implement their promotional strategies more efficiently.
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Riski, Maydi Aula. "Strategi promosi perpustakaan khusus : studi pada Perpustakaan Museum Sonobudoyo Yogyakarta." Al-Kuttab : Jurnal Kajian Perpustakaan, Informasi dan Kearsipan 3, no. 2 (2021): 23–31. http://dx.doi.org/10.24952/ktb.v3i2.4149.
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Library promotion is an activity carried out by the library in order to improve the utilization of services and facilities by users. The purpose of writing this article is to describe library promotion activities in general and library promotion carried out at the Sonobudoyo Museum library in Yogyakarta. The method used is quantitative with data collection techniques through observation, interviews, and literature study. The results of this study indicate that the promotions carried out by the Sonobudoyo Museum library are in the form of personal selling, special events, and publications. There are several obstacles in carrying out promotions including the absence of a special team that is responsible for promotional activities, the position of the building is not strategic, and the public's view is not yet adequate about the importance of the library.
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El-Toukhy, Sherine, Kelvin Choi, Sara C. Hitchman, et al. "Banning tobacco price promotions, smoking-related beliefs and behaviour: findings from the International Tobacco Control Four Country (ITC 4C) Survey." Tobacco Control 27, no. 3 (2017): 310–18. http://dx.doi.org/10.1136/tobaccocontrol-2017-053648.
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BackgroundEcological models emphasise multilevel influences on health behaviours. While studies show that exposure to price promotions is associated with smoking behaviour and its antecedents, less is known about whether these associations differ by macro-level factors such as national price promotion policies.MethodsCurrent and former smokers (N=4698) from the International Tobacco Control Policy Evaluation Project four-country cohort were included in weighted multivariate logistic regression models to examine individual-level associations between exposure to price promotions at waves 7 and 8 (conducted in 2008–2009 and 2010–2011) and beliefs (social and injunctive norms, functional value of smoking, misconceptions around smoking and beliefs of tobacco industry and its regulations) and behaviour at wave 8, stratified by whether countries allow (Australia and USA) or ban (Canada and UK) price promotions.ResultsAssociations between exposure to price promotions and smoking-related beliefs and behaviour differed by national price promotion policies. In countries that allow price promotions, participants repeatedly exposed to price promotions at waves 7 and 8 were more likely to associate functional values to smoking (ie, calms down when stressed (adjusted OR (AOR) 1.83) and to be current smokers at wave 8 (AOR 1.94). In countries that ban price promotions, participants repeatedly exposed to price promotions were less likely to hold misconceptions around smoking (ie, harsher smoke is more dangerous).ConclusionsDifferential associations emerged between exposure to price promotions, smoking-related beliefs and behaviour across countries with and without a price promotions ban. Adopting price promotion bans could ameliorate the associations between exposure to price promotions and smoking beliefs and behaviours.
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Lee Weisstein, Fei, Mohammadreza Asgari, and Shir-Way Siew. "Price presentation effects on green purchase intentions." Journal of Product & Brand Management 23, no. 3 (2014): 230–39. http://dx.doi.org/10.1108/jpbm-06-2013-0324.
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Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Design/methodology/approach – Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. Findings – The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions. Practical implications – This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness. Originality/value – This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.
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Madani, Miftahul, and Haryono Haryono. "Designing a Promotional Media Website for Pottery Products Using the Waterfall Method." Jurnal Bumigora Information Technology (BITe) 5, no. 2 (2024): 195–204. http://dx.doi.org/10.30812/bite.v5i2.3370.
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Background: Penujak Village is one of the oldest pottery tourism villages that has succeeded in providing pottery production for foreign collectors. After the Bali bombing incident, Penujak pottery experienced a decline, which could trigger several other factors, including the development of promotions. Promotions used by the Penujak community still use traditional word-of-mouth promotions.Objective: This research aims to create a website to help promote pottery products in Penujak Village. Methods: This research uses a qualitative approach with the waterfall system development method.Result: The research produced website promotion interval values of 29, 1 being > 26, 6 31, 2 which can be categorized as 4 = Agree.Conclusion: Pottery promotional media in the Penujak tourist village is suitable for use as promotional media. Tests were carried out on promotional media using usability theory with seven questions fulfilled.
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Glagoleva, L. E., N. P. Zatsepilina, E. N. Kovaleva, L. S. Zatsepilina, A. B. Sandberg, and M. E. Sekhniev. "Internet promotion of market services in the field of tourism and recreation." Lizing (Leasing), no. 5 (May 1, 2021): 16–21. http://dx.doi.org/10.33920/vne-03-2111-02.
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The article reveals the possibilities of eff ective use of online promotion of market services in the fi eld of tourism and recreation. The ways of promoting a tourist product are considered. The most common methods for promoting a product by organizations in this industry include product promotion through creating their own page, electronic advertising, online promotions, direct mail, PR technologies, participation in international exhibitions and fairs on the Internet.
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Raghubir, Priya, and Kirti Sawhney Celly. "Promoting promotions: Does showcasing free gifts backfire?" Journal of Business Research 64, no. 1 (2011): 55–58. http://dx.doi.org/10.1016/j.jbusres.2009.09.022.
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Hendriksen, Audrey, Romy Jansen, Sanne Coosje Dijkstra, Marlijn Huitink, Jacob C. Seidell, and Maartje P. Poelman. "How healthy and processed are foods and drinks promoted in supermarket sales flyers? A cross-sectional study in the Netherlands." Public Health Nutrition 24, no. 10 (2021): 3000–3008. http://dx.doi.org/10.1017/s1368980021001233.
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AbstractObjective:To investigate to what extent promotions in Dutch supermarket sales flyers contribute to a healthy diet and whether there are differences between supermarket types.Design:A cross-sectional study investigating promotions on foods and beverages (n 7825) in supermarket sales flyers from thirteen Dutch supermarket chains (8-week period), including ten traditional, two discount and one organic supermarket chain(s). Promoted products were categorised by food group (e.g. bread), contribution to a healthy diet (yes/no), degree of processing (e.g. ultra-processed), promotion type (temporary reduction in price, volume-based promotions or advertised only) and percentage discount of price promotions. Differences between supermarket chains in the degree of healthiness and processing of products and the types of price promotions were investigated.Results:In total, 70·7 % of all promoted products in supermarket sales flyers did not contribute to a healthy diet and 56·6 % was ultra-processed. The average discount on less healthy products (28·7 %) was similar to that of healthy products (28·9 %). Less healthy products were more frequently promoted via volume-based promotions than healthy products (37·6 % v. 25·4 %, P < 0·001). Discount supermarket chains promoted less healthy (80·3 %) and ultra-processed (65·1 %) products more often than traditional supermarket chains (69·6 % and 56·6 %, respectively).Conclusions:The majority of promoted products via supermarket sales flyers do not contribute to a healthy diet. As promotions are an important determinant of food purchasing decisions, supermarkets do not support healthy choices. Future studies should identify barriers that withhold supermarket chains from promoting more healthy foods in supermarket sales flyers.
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Ruswandi, Putri Utami, Hartoyo Hartoyo, and Mukhamad Najib. "Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato." Binus Business Review 12, no. 2 (2021): 177–88. http://dx.doi.org/10.21512/bbr.v12i2.6676.
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Current technological advances, especially the Internet of Things (IoT), are widely used by people in their daily lives to transact, communicate, and find various information. The research analyzed the effectiveness of promotions carried out by companies based on the concept of marketing communication from technological developments, namely the Attention, Interest, Search, Action, and Share (AISAS) model, and how to increase consumer purchases. The research applied a descriptive approach by distributing questionnaires to Zomato Gold members, with a sample size of 180 people. Data analysis applied Structural Equation Modeling (SEM) to see the relationship between promotion, attention, interest, search, action, and share variables. The finding shows that the effectiveness of promotional advertising based on the AISAS model is not significant enough to encourage consumers to make purchases by visiting restaurants with Zomato Gold benefits. Therefore, Zomato needs to increase promotional activities on social media to increase consumers’ attention regarding these promotions by maximizing social media features. The increase in consumers’ attention to promotions will increase their opportunities to be interested, seek information, make purchases, and share information and experiences with others. However, when consumers pay attention to a promotion, they are not immediately interested in the advertisement. So, it is necessary to study other factors, such as internal factors that affect consumers, apart from external factors that influence consumers’ interest and purchasing decisions.
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Satrio, Danang, and Rika Adriyana. "Analisis Efektivitas Promosi Perguruan Tinggi Dengan Penerapan Model AISAS." Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi 19, no. 1 (2023): 59. http://dx.doi.org/10.30742/equilibrium.v19i1.2788.
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ABSTRACT Technological advances today, especially the internet of things, are widely used by people in their daily transactions, communication and searching for various information. One of the promotional media used in universities is in the form of visual communication media using the AISAS model in describing online promotions used by universities. This study aims to analyze the effectiveness of promotions carried out by the promotion of new student admissions (PMB) of Pekalongan University based on the concept of marketing communication and technological developments, namely attention, interest, search, action, and share (AISAS model). This study used a descriptive approach by distributing questionnaires to prospective new student recipients. With this research, it can be useful to evaluate the new student admissions section so that in making promotions, it is necessary to pay attention to the AISAS aspect so that the number of student applicants is much higher. The results of this study show that online promotion has a significant effect on attention, interest, and share. While promotion does not have a significant effect on search and action. Attention has a significant positive impact on interest. Interest has a significant positive effect on search. Search has a positive and significant effect on actions while actions do not have a significant effect on shares. Keywords: Marketing Communications, Promotion, College, AISAS
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Mawadah, Nuri Vina, and Dewi Laela Hilyatin. "The Effectiveness Of Social Media Promotion Strategy As An Effort To Attract Customer (Nasabah) Interest Using The AISAS Model Approach (Case Study At Bprs Gunung Slamet Cilacap)." Wealth: Journal of Islamic Banking and Finance 1, no. 2 (2022): 151–73. http://dx.doi.org/10.24090/wealth.v1i2.7164.
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BPRS Gunung Slamet Cilacap is one of the BPRS that implements a promotional mix strategy consisting of advertising, sales promotion, publicity and personal selling. However, since the Covid-19 Pandemic, this promotional strategy has not worked because of social distancing so that BPRS utilizes social media as a promotional medium in order to attract customers. The purpose of this study was to determine how effective the promotion using social media was carried out by BPRS. This research is a field research with a qualitative research type and uses a descriptive analysis approach. The data of this study were collected through observation, interviews, and documentation with marketing and customers of BPRS Gunung Slamet, while data analysis was carried out by data reduction, data presentation and drawing conclusions. The data validity technique uses triangulation. The results of this study indicate that the presence of Instagram and Whatsapp as promotional media for the products of the Gunung Slamet Cilacap BPRS can help in introducing Islamic bank products. The promotions that have been carried out have been effective, as can be seen from the increasing number of customers and effective communication between employees and customers as measured using the AISAS Model (Attention, Interest, Shearch, Action, Share). Based on interviews with marketing and customers of BPRS Gunung Slamet Cilacap, it can be concluded that promotions using social media have succeeded in attracting customers' interest. Customers often see BPRS promoting using social media and are interested, seek further information and then use the product until finally sharing their experiences as customers of BPRS Gunung Slamet. Apart from being a promotional media, social media is also used as a medium of communication between employees and active customers of BPRS Gunung Slamet
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John, Sara, Gabrielle Rivera, Sean Cash, Christina Economos, Eric Rimm, and Parke Wilde. "Digital Promotions Campaign Increases SNAP Participation at New England Farmers’ Markets: A Randomized Controlled Trial." Current Developments in Nutrition 5, Supplement_2 (2021): 141. http://dx.doi.org/10.1093/cdn/nzab035_049.
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Abstract Objectives Greater number and increased frequency of farmers’ markets are an important strategy to improve community-level diet quality by increasing fruit and vegetable availability, yet fall short of addressing health disparities due to a predominantly affluent, white clientele. Introducing Supplemental Nutrition Assistance Program (SNAP) financial incentives at farmers’ markets increases patronage and sales amongst people with economic disadvantage, however SNAP participant incentive program awareness and farmers’ market sales remain low. This study examined whether a digital campaign promoting SNAP incentive programs increases farmers’ market SNAP participation. Methods This study was a parallel RCT, with randomization of zip codes to receive (a) digital promotions or (b) no additional promotions. The study sample included target zip codes (n = 96) near New England farmers’ markets with SNAP incentive programs (n = 23). The intervention was a 13-week campaign, placing digital ads on Facebook and the Fresh EBT app promoting SNAP incentive program savings at farmers’ markets. The study measured farmers’ market SNAP shopping patterns and sales as well as digital campaign delivery and engagement. Data were collected July 1 – September 30, 2020. Results The digital campaign reached 251,966 people, generated 2 million impressions, and resulted in 12,849 clicks. During Summer 2020, zip codes randomized to receive digital promotions had 33.1 SNAP transactions (SE: 6.9) and control zip codes had 18.1 transactions (SE: 4.3), or 82% more transactions associated with promotions (P = 0.068). There were also more new customers from promotion zip codes (10.8 [SE = 2.5] customers) than control zip codes (5.7 [SE = 1.4] customers), or 90% more new customers (P = 0.075). SNAP and incentive sales were higher from promotion zip codes ($1392 [SE: $306]) than control zip codes ($949 [SE: $273]), or 47% greater (P = 0.284), but sales differences were not statistically significant unless controlling for Summer 2019 farmers’ market sales. Conclusions Digital SNAP incentive program promotions can increase farmers’ market SNAP participation, the primary study outcome, leveraging SNAP to expand farmers’ market reach and associated nutrition benefit to historically marginalized populations. Funding Sources USDA Food Insecurity Nutrition Incentives Program.
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Khare, Arpita, Subhro Sarkar, and Shivan Sanjay Patel. "Influence of culture, price perception and mall promotions on Indian consumers’ commitment towards malls." International Journal of Retail & Distribution Management 47, no. 10 (2019): 1093–124. http://dx.doi.org/10.1108/ijrdm-06-2017-0134.
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Purpose The exponential growth of organised retail has led to competition among mall retailers with the use of promotions to increase traffic to the stores. The footfall in the malls is dependent on the sales generated by various retail stores located in the malls. The current research analyses the role of promotions used by the retailers located in Indian malls in improving consumers’ commitment towards the mall. The purpose of this paper is to examine the influence of culture, personality traits like value consciousness, price consciousness and coupon proneness, and promotions used by retailers in malls on consumers’ commitment towards the malls. Design/methodology/approach Eight malls from six cities were selected by popularity and footfall. Mall-intercept technique along with systematic sampling was used to collect data from 453 mall shoppers using a self-administered questionnaire. Structural equation modelling was used to analyse the data. Findings Retailer promotions were categorised under discounts, promotional offers and loyalty cards. The findings suggest that cultural values of long-term orientation and masculinity have an impact on consumers’ perceptions towards discounts, promotional offers and loyalty programmes. Different promotional strategies had varied responses from consumers. Practical implications Mall retailers can use the findings to design promotions according to the cultural values of masculinity and long-term orientation. Loyalty programmes can symbolise status and long-term relationship with retailer. Commitment towards retailers and consequently malls could be enhanced through discounts and promotional offers. Different promotional strategies can be used to target price-conscious consumers and increase footfall in the stores. The linkages between cultural dimensions and promotional techniques would be helpful in targeting different consumer groups by designing promotions which are in line with cultural values. Originality/value The research extends the existing literature on mall retailing by analysing the importance of cultural dimensions on sales promotions strategies used by retailers in malls. The study establishes that perceptions towards retailer promotions differ across cultures. Different promotions offered by retailers generate varied response from consumers across different cultures which would influence their commitment towards malls.
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Busse, Meghan, Jorge Silva-Risso, and Florian Zettelmeyer. "$1,000 Cash Back: The Pass-Through of Auto Manufacturer Promotions." American Economic Review 96, no. 4 (2006): 1253–70. http://dx.doi.org/10.1257/aer.96.4.1253.
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Automobile manufacturers frequently use promotions involving cash incentives. While payments are nominally directed to either customers or dealers, the ultimate beneficiary of the promotion depends on the outcome of price negotiation. We use program evaluation methods to compare the incidence of these two types of promotions. Customers obtain 70 to 90 percent of a customer rebate, but only 30 to 40 percent of a dealer discount promotion, a $500 difference for a typical promotion. Our leading hypothesis is that pass-through rates differ because of information asymmetries: customer rebates are well-publicized to customers, while dealer discount promotions are not.
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Watulangkouw, Jerry. "Application of Data Mining to Determine Promotion Strategy Using Algorithm Clustering at SMK Yadika 1." JISA(Jurnal Informatika dan Sains) 5, no. 1 (2022): 35–49. http://dx.doi.org/10.31326/jisa.v5i1.1107.
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The Promotion Strategy is very important to achieve the desired target, in determining the School Promotion Strategy for the results of new student admissions and in recommending the right promotion that can be used to overcome the problems faced by SMK Yadika which experienced a decrease in the number of new students from the 2017/2018 class entering 267 new student, then experiencing difficulties in determining promotion strategies, and promotion decisions taken by the school are sometimes not right on target, even though the position of SMK Yadika has a very strategic environment or place that can produce and get a lot of students. This study aims to apply the K-Means algorithm in the Promotion Strategy grouping which produces seven clusters based on the K Optimal Davies Bouldin Index so that it can be used to determine the right promotion strategy and develop an information system prototype to assist schools in compiling and deciding the right promotion. The results of this research, schools can carry out promotions based on the origin of the student's school, promotions based on the field of study of interest, promotions based on the study program expertise, promotions based on competency skills, and promotions based on the district where the student lives or domicile. With the results of clustering using the K-Means methodology, Cluster 1 (17.71%), cluster 2 (32.67%), cluster 3 (10.43%), cluster 4 (5.7%), cluster 5 (4.55 %), cluster 6 (3.34%), and cluster 7 (25.78%).
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Kaur, Asha, Thomas Lewis, Veronika Lipkova, et al. "A systematic review, and meta-analysis, examining the prevalence of price promotions on foods and whether they are more likely to be found on less-healthy foods." Public Health Nutrition 23, no. 8 (2020): 1281–96. http://dx.doi.org/10.1017/s1368980019004129.
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AbstractObjective:There are concerns that price promotions encourage unhealthy dietary choices. This review aims to answer the following research questions (RQ1) what is the prevalence of price promotions on foods in high-income settings, and (RQ2) are price promotions more likely to be found on unhealthy foods?Design:Systematic review of articles published in English, in peer-review journals, after 1 January 2000.Setting:Included studies measured the prevalence of price promotions (i.e. percentage of foods carrying a price promotion out of the total number of foods available to purchase) in retail settings, in upper-mid to high-income countries.Participants:‘Price promotion’ was defined as a consumer-facing temporary price reduction or discount available to all customers. The control group/comparator was the equivalent products without promotions. The primary outcome for this review was the prevalence of price promotions, and the secondary outcome was the difference between the proportions of price promotions on healthy and unhealthy foods.Results:Nine studies (239 344 observations) were included for the meta-analysis for RQ1, the prevalence of price promotions ranged from 6 % (95 % CI 2 %, 15 %) for energy-dense nutrient-poor foods to 15 % (95 % CI 9 %, 25 %) for cereals, grains, breads and other starchy carbohydrates. However, the I-squared statistic was 99 % suggesting a very high level of heterogeneity. Four studies were included for the analysis of RQ2, of which two supported the hypothesis that price promotions were more likely to be found on unhealthy foods.Conclusions:The prevalence of price promotions is very context specific, and any proposed regulations should be supported by studies conducted within the proposed setting(s).
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Lemon, Katherine N., and Stephen M. Nowlis. "Developing Synergies between Promotions and Brands in Different Price-Quality Tiers." Journal of Marketing Research 39, no. 2 (2002): 171–85. http://dx.doi.org/10.1509/jmkr.39.2.171.19089.
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Brands are promoted in many different ways. In this research, the authors examine synergies between different types of promotions and characteristics of the brands that offer the promotions. Specifically, the authors examine interactions among feature advertising, display, price promotions, and the price-quality tier of the brand offering them. Using both scanner data and experiments, the authors find that high-tier brands benefit more than low-tier brands from price promotions, displays, or feature advertising when these promotional tools are used by themselves. This advantage disappears, however, when certain promotional tools are used in combination with one another. In particular, the authors find that price promotions have a more equal effect on low-tier and high-tier brands when these promotions are offered in settings where comparisons are difficult (end-of-aisle displays or feature advertising). Furthermore, the combined effects of displays and price promotions, or feature advertising and price promotions, are greater on the low-tier brands than on the high-tier brands. The results provide insights into the conditions under which specific marketing tools are most effective for which brands. The authors discuss theoretical implications of the results as they relate to promotions and consumer decision making and outline strategic implications for retailers and manufacturers.
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Utomo, Pradityo, and Arief Budiman. "University Decission Support System for Promotion Strategy Using Topsis Method." Journal of Information Systems and Informatics 3, no. 3 (2021): 498–507. http://dx.doi.org/10.51519/journalisi.v3i3.187.
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Campus or college is a place of education for people to seek knowledge. One of the essential components of campus sustainability is the existence of students. For this reason, each campus must have the right strategy in carrying out promotions, especially during the Covid-19 Pandemic as it is today. Because in a pandemic like this, many people are inevitably aware of the economy and health. So, the campus must have a strategy where the community continues to respond to the campus's promotions. Among the several promotional strategies to be right on target in this pandemic are conducting webinars, television broadcasts, radio broadcasts, advertisements on social media, placing banners, distributing pamphlets, and distributing campus marches. In carrying out promotions, wherever possible, keep prioritizing health by reducing the risk of covid-19 transmission. The promotion strategy in this pandemic must also pay attention to several factors for its implementation including available costs, human resources involved, the location of the activity implementation, the number of activities, and the risks associated with covid-19. From several promotional strategies and factors that support the smooth running of activities, a decision support system can be made that can help determine the campus promotion strategy. Decision Support Systems made using the TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) method approach.Furthermore, the developing of decision support systems using the waterfall system development method. Based on the results and discussion of this study, it concluded that the TOPSIS method could be used to determine campus promotion strategies during the Covid-19 pandemic by building a decision support system. The results of determining the promotion strategy with a decision support system obtained the greatest value lies in V4, which means that the strategy for using social media is the most suitable for campus promotion during the Covid-19 pandemic.
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Hannan, Robert, Niamh Lafferty, and Patricia Mannix McNamara. "Leadership Opportunities in the School Setting: A Scoping Study on Staff Perceptions." Societies 13, no. 5 (2023): 129. http://dx.doi.org/10.3390/soc13050129.
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The focus of this study was to explore teachers’ and middle school leaders’ perspectives of promotional policies and practices within the schools where they work. As this was an initial scoping study, a qualitative approach was adopted. Fifteen teachers and/or middle school leaders participated in semi-structured interviews. Thematic analysis was employed for data analysis. Themes that emerged from the data included a mix of perceptions, in that promotions were sometimes perceived to be based on appropriate measures of merit such as experience, but at other times were perceived to be unfair or based on cronyism, with female staff perceived to be at a disadvantage. Reasons for seeking out promotion were identified as predominantly being for personal ambition and increased salary. A dark side of promotions also emerged, and this referred to the breakdown of relationships with co-workers following promotions and implications for turnover. Implications for practice, policy, and research are discussed.
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Linus, A., and S. Nabachwa. "Pharmaceutical Promotions and Compliance with Community-Acquired Pneumonia Prescribing Guidelines by General Practitioners in Mbarara." Journal of Community Medicine and Primary Health Care 36, no. 1 (2024): 49–66. http://dx.doi.org/10.4314/jcmphc.v36i1.5.
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Background: Generic prescribing effectively reduces dispensing errors and promotes the availability, access and quality of pharmaceutical products in health facilities or pharmacies. However, in Uganda, non-compliance with treatment guidelines is prevalent, with evidence of some General Practitioners (GPs) prescribing non-essential and obsolete drugs. This study examines the role of pharmaceutical promotions in creating awareness of new medicines among GPs and the potential influence of these promotions on prescribing practices.
 Methods: The study used a qualitative phenomenological research design. Key informant interviews were conducted with 33 experienced GPs from nine hospitals in Mbarara City, Uganda. The transcribed interviews were analysed using content analysis.
 Results: Most GPs were male (78.79%), aged between 41-50 years (30.30%), with a work experience of 6-10 years (39.39%). All GPs had at least been exposed to pharmaceutical promotions such as free samples, visits from medical representatives, and Continuing Medical Education sessions. Most GPs had a positive outlook on these promotions, which they believed were informative, educational, and beneficial. However, the more GPs depend on pharmaceutical promotions, the less likely they are to follow the national or international guidelines for generic prescribing.
 Conclusion: The study highlights the importance of ethical pharmaceutical promotion and the need for strict regulation by the National Drug Authority (NDA) to ensure that promotional activities do not compromise patient care and public health outcomes. The study recommends that GPs be more critical of the information and incentives provided during such promotions and should be trained in rational prescribing and evidence-based medicine.
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Dwivan, Rahman, Vethy Octaviani, and Sapta Sari. "Surfing Tourism Marketing Communication Through the "Bengkulu Surf Instagram" Account As a Promotional Media." Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora 3, no. 1 (2023). http://dx.doi.org/10.53697/iso.v3i1.1226.
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This study aims to determine the role of the Bengkulu Surf Instagram account as a promotional medium in increasing surfing tourism at Tapak Paderi Bengkulu City. The purpose of this study was to find out Marketing Communication for Surfing Tourism Through Bengkulu Surf Instagram Accounts as a promotional medium (Studies on Surfing Tourism IG Accounts in Tapak Paderi Bengkulu City). The type of research used in this research is a research study with a qualitative descriptive approach. Based on the results of the study, it can be concluded that the Bengkulu Surf account has used promotions through Instagram social media by utilizing Instagram features related to promotions (poromotion mix) in the form of addeveritising (advertising), public relations (public relations), sales promotion (sales) and personal selling (personal selling) maximize the promotion. Having features on Instagram adds to the advantage of promoting the @bengkulusurf account because it's easier and more efficient. This proves that Instagram is an online social media that is very appropriate in carrying out promotional activities.
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Killian, Ginger, and Todd Mcclure. "Marketing communications in social network games: Promotional design considerations in the online era." Journal of Brand Strategy, December 1, 2019. http://dx.doi.org/10.69554/mptt2235.
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This paper examines a typology of social network game-based promotion effectiveness utilising postings from an online gaming community message board. Building upon a typology to assess promotional game design1 ‘Marketing promotions in social network games: Making them work’, the authors test the F-M typology framework, which includes the axes of functional congruency (in-game versus out-of-game promotions) and motivational congruency (promotional offering aligns with players’ motivations for playing the game versus a promotional offering that does not align with player motivations for playing the game). To substantiate the typology, this study examined 3,086 message board posts related to four branded promotions within a social network game (Farmville). Additional congruency issues associated with in-game promotions were also discussed.