...Malika Chaudhuri; Tanawat Hirunyawipada; Yue Pan Purpose Pharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and consumers. These promotion mix elements help raise brand...

..., and they will be more averse to building up commitment and trust toward the service provider (Weun et al., 2004 ; Zourrig et al., 2014). Research methods Factor analysis Promotion Intention Cluster analysis Customer attitudes Perception of justice The past decade has seen...

...Wen-Hsien Huang; Chun-Ming Yang Purpose – This paper aims to examine how consumers evaluate and respond after failing to receive the promotional price for a quantity discount because the minimum purchase requirement (MinPR) is out of reach. Although quantity discounts are effective in terms...

... of the coupon, while face value and the minimum purchase amount require at least some cognitive processing to have a loyalty impact. Research limitations/implications – Future studies can use the developed framework to test the impact of other design elements, promotion types or loyalty schemes...

...Qing Yao; Rong Chen; Ping Zhao Purpose This paper aims to try to investigate how consumers respond to precise versus imprecise promotional rewards at varied probabilities, including small ones and whether the effect is contingent on purchase value and promotion budget. Design/methodology...

... discounts presented in percentage and absolute terms result in different consumer perceptions of transaction value and purchase intention. Although price promotions have been the subject of previous research, a closer examination of the potential moderating influence of discount size in both contexts...

...Patrick E. Murphy Bodo   Schlegelmilch . Marketing Ethics: An International Perspective . London : International Thomson Business Press   1998 . Distribution Ethics Marketing research Pricing Product management Promotion Bodo Schlegelmilch is uniquely...

... by suggesting that the political role of communications professionals may be about to change, with the advent of a new generation of politicians, apparently more at ease with the political uses of market research and public relations. Communications Marketing Promotion Political parties United Kingdom...

... Marketing Promotion ...

... producers has been to divert the product elsewhere to less “difficult”markets (e.g. the USA) and to form the Australian Prawn Promotion Association (APPA). The aim of this association is to implement a costly($A1,000,000) promotional campaign in Japan aimed at Japanese consumers with the hope...

...Martin G. Crowley The versatility of sponsorship as a communications medium to a variety of corporate audiences is examined, with broad clusters of sponsors based on audience orientation being identified. Audience priority is examined with reference to sponsor characteristics and the main promotion...

... differences regarding how firms compete (based on cost, quality or delivery) and which variables firms use to promote their products(advertising, salesforce, etc). The survey data suggest that it is possible to predict which type of competition and promotion will dominate, based on two contextual...

... are both too high. © MCB UP Limited 1978 Advertising effectiveness Advertising Management culture Marketing Promotion Advertising Thresholds and Wearout by David Corkindale and John Newall Abstract: This monograph presents a thorough examination of the phenomena of "threshold" levels...