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Popularity of sales promotion techniques among Hong Kong advertisers - a 10 year content analysis

conference contribution
posted on 2023-05-24, 17:21 authored by Lin YangLin Yang, Tanakinjal, G, Fam, K-S
In the past decade manufacturers and retailers have been gradually switching from above the line mass media advertising to a variety of below the line sales promotions. Although sales promotions take up a very large share of total marketing expenditure, they remain an area with less strategic consideration or attention than any other aspect of the promotion mix (Srinivasan and Anderson 1998). The potential benefits of using sales promotions could range from giving immediacy and encouraging purchase of a product or service by changing the perceived value-for-money equation.

History

Pagination

1-3

Department/School

TSBE

Publisher

Korean Academy of Marketing Science Society

Place of publication

China

Event title

2008 Global Marketing Conference

Event Venue

Shanghai

Date of Event (Start Date)

2008-03-20

Date of Event (End Date)

2008-03-23

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

Usage metrics

    University Of Tasmania

    Exports