Rejoinder for - Measuring short- and long-run promotional effectiveness on scanner data using persistence modelling. Comment by J.-B. Kamieczak

The over-time impact of a marginal price promotion was studied. When the brand's price is suddenly cut as part of a repositioning envisioned by the brand's new management, two opposing forces will be at work that determine the ultimate impact of the price reduction. There is a difference between a price-promotional elasticity and an elasticity to regular price changes. The shock content of both the up- and downward price movements will gradually diminish, and any asymmetric effects, if present, will diminish over time.status: publishe