This study examines the allocation of funds between advertising and sales promotion. In recent years, marketers have been increasingly turning to sales promotion as a seemingly attractive strategy.

For example, marketing involves doing customer analysis, including market segmentation, market peceptions, market sizing, but also competitive analysis and reactions, target segment selection, ...

Much research has examined the extent, if any, to which advertising affects sales. This research has been conducted in several contexts, including at firms (Anheuser-Busch, Campbell Soup), at ...

Sales promotion is used to encourage customers to buy more of a product or to increase sales. There are a wide range of promotions that a business can use to promote its products and services ...