search query: @author Lodish, L. M. / total: 11
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| Author: | Abraham, M. M. Lodish, L. M. |
| Title: | Getting the most out of advertising and promotion |
| Journal: | Harvard Business Review
1990 : MAY-JUN, VOL. 68:3, p. 50-51,53,56, |
| Index terms: | ADVERTISING PROMOTION PROFITABILITY SALES PROMOTION ZERO-BASE BUDGETING |
| Language: | eng |
| Abstract: | Too much of advertising and promotion is wasted. Research data are presented about the unprofitable economics of trade promotions. (E.g. only 16 p.c. of trade promotions proved to be profitable.) To evaluate trade promotions, computer programs have been developed that measure the marginal productivity of promotional events. It is demonstrated that many companies could cut advertising and promotion budgets and improve profitability. The idea is to start with a zero budget and allocate money incrementally to various advertising and promotion options. Fact-based strategies and tactics are suggested. With single-source data, managers can balance investments in advertising and promotion to improve the contribution of each to long-term gain. |
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