Gupta, Sunil. "Impact of Sales Promotions on When, What, and How Much to Buy." Journal of Marketing Research (JMR) 25 (November 1988): 342–355. (Winner of William F. O'Dell Award For the Journal of ...

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.

Sales promotion close sales promotionA short-term marketing strategy which aims to increase sales of a particular product or a range of products. is used to encourage customers to buy more of a ...

Promotion is the methods a business uses to communicate information about its products and services among its customers and potential customers. The main aim of promotion is to either persuade ...