The Influence of Media Characteristics on Coupon Redemption
Open Access
- 1 January 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 30 (1) , 41-46
- https://doi.org/10.1177/002224296603000110
Abstract
Direct mail, magazine, or newspaper? Are redemption percentages an adequate criterion? Do redemptions “peak” when they appear to? Can residual advertising values be weighed? An analysis of 81 couponing promotions leads to some unexpected conclusions.Keywords
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