Displays and Cooperative Advertisement — Promotions Response Modelling


Exhibit 17.14   Introduction of special displays boosts brands E and D’s sales, and invigorates category sales at a retail chain.

 

Exhibit 17.15   Sales lift represents the percentage increase in sales due to marketing initiatives such as display and co-op advertising.

Exhibit 17.14 illustrates the impact that special displays can have on brand and category sales. In this example permanent displays were set up at a retail chain for a category that comprised primarily of two brands D and E.

The impact of displays, co-op advertising and seasonal effects is usually presented as sales lift (see Exhibit 17.15), the percentage increase in sales volume due to the incidence of the marketing effort.

The brands D and E, shown in Exhibit 17.14, experienced sales lift of 70% and 23% respectively. As is evident from the sales trend lines in the exhibit, the displays helped to reverse the decline in category sales at the retail chain.

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