is used to measure consumers’ physiological reactions such as heartbeat and blood pressure while they
are being exposed to the advertisement.
■Sales wave research: Sales of an organization is affected by a number of factors such as price,
product features, availability and presence of other promotional tools. Thus, it is tough to measure
the impact of an advertisement on sales generation. Researchers and experts attempt to measure
ad-effectiveness on sales by analysing the historical sales data and/or experimental data.
8.8 SALES PROMOTION
In the present age of huge brand proliferation, continuous media fragmentation, heightened inter-fi rm
rivalry, knowledgeable customer base and increasing media expenditure force ...
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