TY - ADVS AU - Wheeler,Martin TI - Measuring the impact of promotional activity T2 - Modern brand management : fundamentals and latest thinking PY - 2010/// CY - London PB - Henry Stewart Talks KW - Branding (Marketing) KW - Marketing KW - Cost effectiveness N1 - Animated audio-visual presentation with synchronized narration; Title from title frames; Contents: The promotional landscape is changing -- Measuring volumetric impact -- What drives incremental sales? -- Volume is correlated to price -- Promotional dynamics -- Discount and display -- The true picture of incremental volume -- Measuring the commercial impact of promotional activity -- Key metrics -- Share analysis -- Effectiveness vs. efficiency -- Using insight to develop promotional strategy -- Funding and negotiation; Access restricted to subscribers UR - http://hstalks.com/lib.php?t=HST102.2413&c=250 UR - http://hstalks.com/lib.php?t=HST102&c=250 ER -