Magazine sales promotion : a dynamic response analysis
AbstractThis paper studies the effectiveness of a type of nonprice promotion often used in the European magazines industry to diminish the decline rate of periodical sales, in which a value pack is sold containing the magazine issue plus another product. Magazines are sold simultaneously with and without promotion at different prices, and promotions are serialized by fractioning the additional product across different issues of the magazine. Although promoting magazines contemporarily may cannibalize nonpromoted sales, this loss is compensated by a long-term increase in nonpromoted sales caused by product awareness and loyalty improvements. This strategy is increasingly used as an innovative form of product advertising.
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Bibliographic InfoPaper provided by Universidad Carlos III de Madrid in its series Open Access publications from Universidad Carlos III de Madrid with number info:hdl:10016/7384.
Length: 148 p.
Date of creation: 2009
Date of revision:
Publication status: Published in Journal of Advertising (2009) v.Tomo 38, p.137-146
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Web page: http://www.uc3m.es
Other versions of this item:
- Mercedes Esteban-Bravo & Jose M. Mugica & Jose M. Vidal-Sanz, 2006. "Magazine Sales Promotion: A Dynamic Response Analysis," Business Economics Working Papers wb065716, Universidad Carlos III, Departamento de Economía de la Empresa.
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- G. Dekimpe, Marnik & Hanssens, Dominique M. & Silva-Risso, Jorge M., 1998. "Long-run effects of price promotions in scanner markets," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 269-291, November.
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