Magazine sales promotion : a dynamic response analysis

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dc.contributor.author Esteban-Bravo, Mercedes
dc.contributor.author Múgica, Jose M.
dc.contributor.author Vidal-Sanz, Jose M.
dc.date.accessioned 2006-11-15T15:54:15Z
dc.date.available 2006-11-15T15:54:15Z
dc.date.issued 2006-10
dc.identifier.uri http://hdl.handle.net/10016/429
dc.description.abstract This paper studies the impact and effectiveness of a type of non-price promotion often used in the European periodical magazines industry to stimulate 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. We find that promoted magazines contemporarily cannibalize non-promoted sales; but this loss is compensated by a medium term increase of non-promoted sales. These results show that this sales promotion strategy is an effective way to diminish the decline rate of periodical sales.
dc.format.extent 113004 bytes
dc.format.mimetype application/pdf
dc.language.iso eng
dc.relation.ispartofseries UC3M Working Papers. Bussiness Economics
dc.relation.ispartofseries 2006-16
dc.relation.hasversion http://hdl.handle.net/10016/7384
dc.title Magazine sales promotion : a dynamic response analysis
dc.type workingPaper
dc.subject.eciencia Empresa
dc.rights.accessRights openAccess
dc.identifier.repec wb065716
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