Advertising and Sales Promotion
Advertising and sales promotion play an important role for manufacturers and retailers alike to differentiate themselves from their competitors. The Department of Marketing analyzes the possibilities of such strategies and develops new methodologies to measure their efficiency. At the moment, a project is carried out that analyzes the efficiency of outdoor promotion. In the area of dynamic advertising strategies, the Department of Marketing develops methods that measure advertising goodwill and are able to evaluate different strategies of budget allocation. These methods do not only incorporate wear-out and copy replacement effect, but also account for possible competitive reactions.
To evaluate the long-term impact of sales promotion, different methods of time series analysis are applied to retails sales data. Finally, the Department of Marketing analyzes the impact of price promotions on dynamic buying behaviour.
