Promotional Strategies

38 Pages 9452 Words

of future results and of course, determination of the campaign’s effectiveness.

Nevertheless, it should be noticed that Internet research is likely to become the most preferable source of information since more and more people gain access to the Internet who surf Internet for the information on brands, products and services, so that traditional research may slightly lose its strength in the near future. It is projected that $488.9 million will be spent on online research in 2002, according to Inside Research, what is about four times more than was spent in 1999. (Promo staff, Promotion Research: Good Measures) There are companies that have already begun input research into their own promotions where “sweeps entrants are asked for household information, prize preferences, shopping behavior, and other insights easily aggregated and analyzed online.” (Promo staff, Research: Reaching Beyond Scanners) The companies entering into BtoB (business-to-business) or BtoC (business-to-consumer) online commerce receive an instant access to communi...