Managing an effective promotion campaign: lessons from retail advertisers in New Zealand, Portugal and Hungary

The full text of this item is available only via the related link.The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives. Change-of-season sales are found to be the most frequently used sales type by the retailers studied and these sales are linked with objectives of moving a volume of stock and activities such as co-ordination of media across all forms. Secondary sales types include Christmas and general sales, and these are linked with other promotional objectives and activities such as increasing profit and dollar sales, and stock management.PublishedPeer ReviewedBitran, G., Caldentey, R., Monschein, S. (1998), "Coordinating clearance markdown sales of seasonal products in retail chains", Operations Research, Vol. 46 No.5, pp.609-24. Bobinski, G.S., Cox, D., Cox, A. (1996), "Retail ‘sale’ advertising, perceived retailer credibility and price rationale", Journal of Retailing, Vol. 72 No.3, pp.291-306. Groebner, D.F., Merz, C.M. (1990), "Solving the inventory problem for the sale of seasonal merchandise", Journal of Small Business Management, Vol. 28 No.3, pp.19-26. Lazear, E.P. (1986), "Retail pricing and clearance sales", The American Economic Review, Vol. 76 No.1, pp.14-32. Mantrala, M.K., Tandon, M.K. (1994), "An implementable approach for optimizing department store markdown decisions", Stores, Vol. 76 No.4, pp.RR1-RR6. Mulhern, F.J., Padgett, D.T. (1995), "The relationship between retail price promotions and regular price purchases", Journal of Marketing, Vol. 59 No.4, pp.83-94. Pashigian, B.P. (1988), "Demand uncertainty and sales: a study of fashion and markdown pricing", The American Economic Review, Vol. 78 No.5, pp.936-53. Pashigian, B.P., Bowen, B. (1991), "Why are products sold on sale? Explanations of pricing regularities", The Quarterly Journal of Economics, Vol. 106 No.4, pp.1015-38. Pascal, C-H.L. (1999), "Timing of seasonal sales", The Journal of Business, Vol. 72 No.4, pp.545-72.. Smith, A., Sparks, L. (2000), "The role and function of the independent small shop: the situation in Scotland", International Review of Retail, Distribution and Consumer Research, Vol. 10 No.2, pp.205-26.. Varian, H. (1980), "A model of sales", The American Economic Review, Vol. 70 No.4, pp.651-9.. Warner, E.J., Barsky, R.B. (1995), "The timing and magnitude of retail store markdowns: evidence from weekends and holidays", The Quarterly Journal of Economics, Vol. 110 No.2, pp.321-52