Abstract
With the increase in expenditures for advertising and promotional programs for the marketing of consumer packaged-goods products —over $100 billion estimated to be spent on advertising during 1986, while consumer and trade promotions were anticipated to top $200 billion (Fortune, 1986), the effectiveness of the coordination of advertising and promotional strategies is increasingly questioned. Strang (1975) noted a lack of “advertising/promotion" planning and argued for increased integration to take advantage of synergistic effects. Reibstein and Traver (1982) gave five strong reasons for couponing to represent a substantial portion of the promotional budget—more than 180 billion coupons were printed during 1985 with an estimated face value of $50 billion (Fortune, 1986).
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References
Reibstein, David J., and Phyllis A. Traver, “Factors Affecting Coupon Redemption Rates,” Journal of Marketing, Volume 46, Fall 1982, pp. 102–111.
Strang, Roger A., “The Relationship Between Advertising and Promotion in Brand Strategy,” Marketing Sciences Institute Working Paper Number 75–119, October 1975.
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© 2015 Academy of Marketing Science
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Bruvold, N.T., Macklin, M.C., Greenbaum, S.I. (2015). The Coordination of Advertising with Couponing in Plans for New Consumer Packaged-Goods. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_114
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