MGIS 317 Lecture Notes - Sales Promotion, Marketing Mix, Viral Marketing

• School: University of Calgary
• Department: Management Information Systems
• Course: MGIS 317
• Professor: Ronald Schlenker

Document Summary

From the viewpoint of society and the consumer. The main aim of advertising and sales promotion is not always to increase sales in the short term it could be part of a longer-term brand building exercise, where the benefits will be spread over many years. Whatever the original aim of a campaign, it is vital for the business to assess the degree of success. And this is not always an easy to do. How can this be done: sales performance before and after the promotion campaign. By comparing the sales of the product and the sales trend before the campaign was launched with the daily and weekly sales during and after the campaign, some conclusions could be drawn. The results of this comparison could then be used to calculate the promotional elasticity of demand: consumer awareness data. Each week market research agencies publish results of consumer.