ABSTRACT
Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics. The challenge is an ever-broadening landscape of short-term incentives, often with limited insight into their relative benefits and effectiveness. The current research reveals that consumers organize this vast array of incentives into 11 basic offering types, each delivering specific benefits. This consumer structure does not entirely align with how manufacturers and retailers typically organize them. Although no one of the 11 offering categories was perceived to be significantly more effective than any other, there was a wide range of perceived effectiveness among the specific tactics within each. Further research, however, is needed to validate this in market.
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Vol 57 Issue 2
