Monitoring food and non-alcoholic beverage promotions to children

Food and non-alcoholic beverage marketing is recognized as an important factor influencing food choices related to non-communicable diseases. The monitoring of populations' exposure to food and non-alcoholic beverage promotions, and the content of these promotions, is necessary to generate evidence to understand the extent of the problem, and to determine appropriate and effective policy responses. A review of studies measuring the nature and extent of exposure to food promotions was conducted to identify approaches to monitoring food promotions via dominant media platforms. A step-wise approach, comprising ‘minimal’, ‘expanded’ and ‘optimal’ monitoring activities, was designed. This approach can be used to assess the frequency and level of exposure of population groups (especially children) to food promotions, the persuasive power of techniques used in promotional communications (power of promotions) and the nutritional composition of promoted food products. Detailed procedures for data sampling, data collection and data analysis for a range of media types are presented, as well as quantifiable measurement indicators for assessing exposure to and power of food and non-alcoholic beverage promotions. The proposed framework supports the development of a consistent system for monitoring food and non-alcoholic beverage promotions for comparison between countries and over time.

The impact of price promotions on producer strategies in markets with large product heterogeneity

Although current research indicates that increasing the number of options has negative effects on the cognitive ability of consumers, little understanding has been given to the consequences on producers and their strategic behavior. This article tests whether a large portfolio of products is beneficial to producers by observing UK consumer response to price promotions. The article shows that discounts induce mainly segment switching (74% of the total impact), with a limited effect on stockpiling (26%) and no impact on purchase incidence. Consequently, consumers prefer to “follow the discount” rather than purchase multiple units of the same wine. This result seems to explain the current structure of the market, and suggests that discounts may conflict with segment loyalty, a situation that disfavors producers, particularly in very populated segments. Results also casts doubts on the economic sustainability of competition based on an intense product differentiation in the wine sector.

Permanent education, health promotions strategy and personal project reformulation

Fil: Petriz, Graciela Mabel. Universidad Nacional de La Plata. Facultad de Humanidades y Ciencias de la Educación; Argentina.

Permanent education, health promotions strategy and personal project reformulation

Fil: Petriz, Graciela Mabel. Universidad Nacional de La Plata. Facultad de Humanidades y Ciencias de la Educación; Argentina.

Permanent education, health promotions strategy and personal project reformulation

Fil: Petriz, Graciela Mabel. Universidad Nacional de La Plata. Facultad de Humanidades y Ciencias de la Educación; Argentina.

Price promotions effects of virtue and vice products

Purpose: This paper aims to propose models that capture the own effect of price promotions of virtue and vice products on sales and cross effects within the subcategory, between subcategories and between periods. The hypotheses assume that, due to reverse consumption self-control, the demand for vice products is more price-sensitive than demand for virtue products, but the demand for vice products is less price-sensitive between periods than demand for virtue products; furthermore, due to the degree of impulse-buying and to licensing, the demand sensitivity of the products of a subcategory and of those of other subcategories varies according to the type of promoted product (vice or virtue). Design/methodology/approach: The methodology is based on different econometrical models that estimate the total net effect of price promotions of virtue and vice products on sales. Findings: The results show a greater own effect for price promotions of vice products than for virtue products. However, the complementary sales effect between subcategories for virtue products facilitates greater expansion of the subcategory in virtue products than in vice products. Originality/value: Although price promotions of virtue products (light) and vice products (regular) have proliferated in recent years, researchers have only estimated their own sales effect. Alternatively, the paper contributes by considering own and cross effects.

Factors influencing counselor promotions /

"February 5, 1974."

Zur Wirkung von Neukunden-Promotions auf Bestandskunden:Eine empirische Analyse in der Mobilfunkbranche

Neukundenverträge werden häufig mit wesentlich attraktiveren Konditionen ausgestaltet als Vertragsangebote für Bestandskunden. Dabei scheinen Neukunden-Promotions zwar grundsätzlich geeignet, die Kaufbereitschaft potenzieller Kunden zu steigern, eventuelle Reaktionen der davon ausgeschlossenen Bestandskunden hierauf finden in der Praxis wie in der wissenschaftlichen Forschung jedoch kaum Beachtung. Vor diesem Hintergrund untersucht die vorliegende Studie anhand von zwei Laborexperimenten die Auswirkungen von Neukunden-Promotions auf potenzielle Kunden und Bestandskunden. Die Ergebnisse des ersten Experiments zeigen, dass Promotions bei potenziellen Kunden zu den gewünschten positiven Veränderungen der Kaufbereitschaft führen. Bei Bestandskunden dagegen sind negative Effekte zu beobachten, die insbesondere dann stark ausgeprägt sind, wenn Kunden erst seit kurzem in einer Kundenbeziehung mit ihrem Anbieter bzw. kurz vor Auslaufen ihres aktuellen Vertrags stehen. Das zweite Experiment belegt, dass die negativen Wirkungen auf die Bestandskunden vermieden werden können, wenn diesen die Möglichkeit geboten wird, durch eine Weiterempfehlungsprämie an der Neukunden-Promotion zu partizipieren. Dabei bleibt die positive Wirkung der Promotion auf die potenziellen Kunden weiterhin bestehen.

Cross-category demand effects of price promotions

Do promotions in a certain category lead to higher revenues in other categories? If so, to what degree? The answers to these questions are highly relevant for retailers that supply products in different categories. Empirical findings in studies that consider a limited number of categories indicate small promotional cross-category effects. This study develops a framework to determine the impact of price promotions on category revenues that include interdependencies among a substantial number of categories at the category demand level. The own- and cross-category demand effects are moderated by variables such as promotion intensity, category characteristics (own-category effects), and spatial distances between shelf locations (cross-category effects). The empirical results based on daily store-level scanner data show that approximately half of all price promotions expand own-category revenues, especially for categories with deeper supported discounts. There is a high probability (61%) that a price promotion affects sales of at least one other category. The number of categories affected is not greater than two. Moderate evidence supports the existence of cross-promotional effects between categories more closely located in a store.