Advertising to Sales Promotion Ratio Explained
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A decade ago, the advertising-to-sales promotion ratio was about 60:40. Today, in many consumer-packaged-goods companies sales promotion accounts for 75 percent of the combined budget. Several factors contribute to this rapid growth. List and explain these factors.
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Solution Summary
Several factors contribute to this rapid growth in the use of sales promotions such as coupons, sweepstakes, rebates and contests. The global recession can account for the most pressing reason for the increased use of promotions. The consumer now has less disposable income and as a result, is not more conscious of pricing. Due to this value shift in the consumer's motivation, the market has responded with offers which make the ...
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Advanced Marketing:
Several factors contribute to this rapid growth in the use of sales promotions such as coupons, sweepstakes, rebates and contests. The global recession can account for the most pressing reason for the increased use of promotions. The consumer now has less disposable income and as a result, is not more conscious of pricing. Due to this value shift ...
Purchase this Solution
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