Rajiv, Surendra; Dutta, Shantanu; Dhar, Sanjay K. - In: Marketing Science 21 (2002) 1, pp. 74-96
promotional advertising—the practice of advertising sale prices on familiar merchandise lines—to compete for customers who are … willing to comparison shop. The objective of this paper is to examine the role of promotional advertising for stores that vary … promotional advertising decisions: the frequency with which to advertise price reductions and the accompanying depth of discount …