Join us for our upcoming webinar
Wednesday 18.10.2017 at 13:00 (CEST)
Duration 60 minutes
Business Challenge: PRICE PROMOTIONS AND POPULAR EVENTS
Managers often use popular media events, such as the Olympics or international soccer championships, to advertise their brands more heavily. But can (and do) manufacturers and retailers also capitalize on these events to enhance the effectiveness of their price promotions? We empirically examined whether price promotions are more or less effective around popular events than in non-event times, for what kind of brands this is the case, and what other factors drive such differential promotion effectiveness.
Professor of Marketing