TAILIEUCHUNG - Innovative sales promotion techniques among Hong Kong advertisers – a content analysis

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 of 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. Despite the growth in sales promotions, there is a scarcity of literature devoted to the use of sales promotion techniques within a particular. | Innovative Marketing Volume 4 Issue 1 2008 Kim-Shyan Fam New Zealand Lin Yang New Zealand Geoffrey Tanakinjal New Zealand Innovative sales promotion techniques among Hong Kong advertisers - a content analysis Abstract Sales promotions can be seen as a service that provides encouragement to purchase a product or service by changing the perceived value-for-money equation. 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 which has less strategic consideration or attention than any other aspect of the promotion mix especially in the international market arena. There is a scarcity of literature devoted to the use of sales promotion techniques within a particular Asian city over a period of time. This study focuses on the sales promotion techniques employed by advertisers in Hong Kong between 1995 and 2004 and specifically examines the effectiveness of each sales promotion technique in terms of their popularity size day of placement and suitability for industries. This study content analyzes all the sales promotion related advertisements that appeared in a major Hong Kong newspaper. The research reveals that the alliance between the promotion techniques and the environment is important and underlines the importance a company should place on its environment. As marketing environment has affected promotion trends this study provides marketing practitioners with a new perspective that would encourage them to more strategically manage the sales promotion with the consideration of the environmental dynamics along with the time line. Future research suggests the focus on understanding the sales promotion techniques via emerging technological devices. Keywords sales promotion content analysis Hong Kong advertising. Introduction In the past decade .

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