QUANTITATIVE RESEARCH

Author: Dubray, Jolene M. Add. Authors: Schwartz, Robert M.                        Garcia, John M.                        Bondy, Susan J.                        Victor, J. Charles  Canadian Journal of Public Health March-April 2009, v100 i2, p109(4) Abstract: Objective: On May 31, 2006, Ontario joined a small group of international...

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The Advertising and Promotion of Print since the Fifteenth Century

Walker, George A. (2010) Papers of the Bibliographical Society of Canada Spring 2010, v48 i1, p212(3)  (adsbygoogle = window.adsbygoogle || []).push({}); Robin Myers, Michael Harris, and Giles Mandelbrote, eds. Books for Sale: The Advertising and Promotion of Print since the Fifteenth Century. New Castle: Oak Knoll Press; London: The British Library, 2009. 256 pp.; US $49.95 ISBN 9781584562658For the book lover, looking for a book that inspires and entertains is a passion that never dies. How we discover book treasures is a combination of serendipiry and the cunning promotional efforts of the publisher and bookseller. It will come as no surprise then that the history of advertising and promotion in the book trade is rich with remarkable stories. Books for...

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Relationship between sale promotions, duration of receiving reward and customer preference: a case study on financial products

Boonlertvanich, Karin (2010)  Journal of Academy of Business and Economics Jan 2010, v10 i1, p53(12) Abstract:  Under current competitive environment in the banking industry, coupled with the fact that dissimilarity between each bank's financial products has been gradually dissolved, many banks are now competing on sales promotion differentiation for their customer acquisition. The purpose of this study is to examine the influence of sale promotion and the duration of receiving reward on customer preference, as well as the contingent effect from different types of financial products. Types of sales promotion studied are monetary and non-monetary promotions, while the duration of receiving reward is separated between instantaneous and delayed reception. There are four types...

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Promotion Mix

The Promotion Mix The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising Sales promotion Public relations Personal selling Direct marketing Advertising Developing Advertising Programs Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time. Informative advertising is used when introducing a new product category; the objective is to build primary demand. Comparative...

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