• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of advertising research >Rethinking Short-Term Persuasion: A Proposed Approach for Marketers A Holistic Examination of Brand Incentives' Effectiveness to Drive Short-Term Sales
【24h】

Rethinking Short-Term Persuasion: A Proposed Approach for Marketers A Holistic Examination of Brand Incentives' Effectiveness to Drive Short-Term Sales

机译：重新思考短期说服力：一种针对营销人员的拟议方法全面审查品牌激励措施促进短期销售的有效性

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics. The challenge is an ever-broadening landscape of short-term incentives, often with limited insight into their relative benefits and effectiveness. The current research reveals that consumers organize this vast array of incentives into 11 basic offering types, each delivering specific benefits. This consumer structure does not entirely align with how manufacturers and retailers typically organize them. Although no one of the 11 offering categories was perceived to be significantly more effective than any other, there was a wide range of perceived effectiveness among the specific tactics within each. Further research, however, is needed to validate this in market.
机译：产品创新，媒体的分散化以及数字和社交媒体平台的激增，迫使营销人员更加关注短期销售策略。挑战是短期激励的不断扩大的局面，通常对它们的相对利益和有效性的了解有限。当前的研究表明，消费者将大量的激励措施分为11种基本产品类型，每种类型都有特定的好处。这种消费者结构与制造商和零售商通常的组织方式并不完全一致。尽管11个发行类别中没有一个被认为比其他任何类别的要有效得多，但是在每个类别的特定策略中，感知到的效力范围都很大。但是，需要进一步的研究来验证这一点。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号