Sales Promotion Decision Making: Concepts, Principles, and Practice

Up to 74% of marketing budgets can be spent on sales promotions, with manufacturers, suppliers and retailers employing a wide range of incentives from price discounts to complex Omni-channel consumer competitions and contests. Sales promotions are a vital strategic and tactical tool within the marketing value chain and those responsible for campaign planning must negotiate objectives, options and outcomes to ensure their initiatives deliver real results in competitive trading environments. Managers with limited understanding of the principles and practices of sales promotions often rely on past experience or preferences to guide their decision-making. Not surprisingly, without guiding principles, many sales promotions fail to achieve their full potential. This book is a resource for sales promotion professionals looking to improve the effectiveness of their sales promotions. The book is based on an extensive review of over 400 articles and cases. It presents the findings of global research which explores the very DNA of sales promotions, including their role, rationale, nature and function, key decision-making processes and campaign evaluation. Illustrations of sales promotion decision-making in practice based on research conducted in the retail supply chain is also incorporated. This book offers a comprehensive and critical appreciation of the core concepts that underpin sales promotion thinking. The goal is to empower decision-makers, consultants and stakeholders to make confident, informed and effective campaign decisions in the complex field of sales promotions.

A general method to eliminate laboratory induced recombinants during massive, parallel sequencing of cDNA library.

Massive, parallel sequencing is a potent tool for dissecting the regulation of biological processes by revealing the dynamics of the cellular RNA profile under different conditions. Similarly, massive, parallel sequencing can be used to reveal the complexity of viral quasispecies that are often found in the RNA virus infected host. However, the production of cDNA libraries for next-generation sequencing (NGS) necessitates the reverse transcription of RNA into cDNA and the amplification of the cDNA template using PCR, which may introduce artefact in the form of phantom nucleic acids species that can bias the composition and interpretation of original RNA profiles.

Symptoms of PTSD associated with painful and nonpainful vicarious reactivity following amputation

Although the experience of vicarious sensations when observing another in pain have been described postamputation, the underlying mechanisms are unknown. We investigated whether vicarious sensations are related to posttraumatic stress disorder (PTSD) symptoms and chronic pain. In Study 1, 236 amputees completed questionnaires about phantom limb phenomena and vicarious sensations to both innocuous and painful sensory experiences of others. There was a 10.2% incidence of vicarious sensations, which was significantly more prevalent in amputees reporting PTSD-like experiences, particularly increased arousal and reexperiencing the event that led to amputation (φ = .16). In Study 2, 63 amputees completed the Empathy for Pain Scale and PTSD Checklist-Civilian Version. Cluster analyses revealed 3 groups: 1 group did not experience vicarious pain or PTSD symptoms, and 2 groups were vicarious pain responders, but only 1 had increased PTSD symptoms. Only the latter group showed increased chronic pain severity compared with the nonresponder group (p = .025) with a moderate effect size (r = .35). The findings from both studies implicated an overlap, but also divergence, between PTSD symptoms and vicarious pain reactivity postamputation. Maladaptive mechanisms implicated in severe chronic pain and physical reactivity posttrauma may increase the incidence of vicarious reactivity to the pain of others.

He's not there: velvet goldmine and the spectral Bowie persona

In broad terms, this paper examines what I call Todd Haynes' 'hauntological' approach to the celebrity biopic. More specifically, it focuses on Velvet Goldmine (1998) and argues that Haynes represents Bowie's Ziggy Stardust persona as a series of phantoms in the Derridean sense. That is, figures that are both absent and present, material and immaterial— figures that affirm that no identity can ever be quite complete since the markers of identity are always enmeshed in a network of differences that can be continually re-coded. Haynes' original script contained several Bowie songs, which he was forced to replace when Bowie refused to give him permission to use the music (Bowie claimed he intended to make his own film about his Ziggy Stardust period). Undeterred, Haynes produced a movie that made no direct reference to Bowie by name, yet recoded Bowie's multiple personas and characters in a parallel cinematic world. Haynes' film invites the spectator to re-think Identity in terms of 'contamination' and 'inauthenticity'. He also establishes a genealogical connection between Oscar Wilde (one of the film's many spectres) and Bowie by making several allusions to the parallels between 19th century aestheticism and Glam Rock. In short, I argue that Haynes' film facilitates a critique of the idea that Bowie's shifting identity is merely a question of aesthetic choice, or an expression of any kind of cultural logic. Rather, I argue that the figure of the Derridean phantom offers a new way to read Velvet Goldmine, and to identify the cultural work performed by Bowie's Ziggy Stardust persona.