price promotion is the goal of many service businesses today. The effectiveness of using advertising specialties (imprinted … promotion, and in some cases more than was generated by price promotion. Results suggest that goodwill engendered among … customers by the ad. specialty “gifts”, coupled with the repeated brand exposure opportunities afforded by imprinted items, can …

for other marketing actions in addition to price.  …

considers the acquisition of British public houses by brewers and the introduction of national brands supported by advertising … methods of marketing the outlets and the products offered. Design/methodology/approach – The objectives are achieved by … sources to allow an assessment of the changing pub and the advertising techniques employed. Findings – Brewers advertise their …

, and its potential in the development of branding and advertising images for the hospitality industry. Design … small pilot study. Findings – Nostalgia is an effective tool for developing brand and advertising images for the hospitality … with place, culture and food by incorporating nostalgic imagery in their branding and advertising. The effects of nostalgia …

Although an integral component of many marketing communications strategies, relatively little has been written about … managers’ use of two consumer promotional tools: coupons and lucky draws. The results show that brand managers use trade and … consumer sales promotions more extensively than media advertising, but do not consider sales promotions to be more effective in …

This monograph presents a thorough examination of the phenomena of “threshold” levels of advertising activity and the … advertising. It is suggested that wasted expenditure may be occurring in advertising because the believed levels of threshold and …

effective enough. Compares advertising with promotion, before discussing the value of brands, the ature of brands and brand … equity. Concludes that the consumer was rightly placed at the centre of all advertising and marketing efforts by advertising … agencies during the 1980s, and that advertising agencies will become increasingly “brand‐focused” throughout the 1990s.  …

single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines … six strategies for building that relationship: linking the brand to a particular need; associating it with a pleasant mood …; appealing to subconscious motives; conditioning buyers to prefer the brand through reward; penetrating perceptual and cognitive …