Resumen

PRADO, Guilherme de Almeida  y  PRADO, Karen Perrotta. A model of evaluating the return on investment on non-monetary promotions. Rev. Portuguesa e Brasileira de Gestão [online]. 2009, vol.8, n.4, pp.10-24. ISSN 1645-4464.

Sales promotion has been growing in importance in the marketing mix. Also, measuring return on marketing investment is becoming more relevant. Furthermore, sales promotion academic studies found in the literature are concentrated in monetary promotions (deals, coupons, rebates) and there are few studies in non-monetary promotions. The objective of this paper is to develop a model of evaluating the return on investment on non-monetary promotions that could be easily implemented. So, a literature research was carried out, especially in sales promotion and return on marketing investment. Afterwards, a conceptual model of return on investment on non-monetary promotions was developed, which allows to obtain the financial return on a promotional activity and to verify improvements in brand perception. Despite the conceptual model, it is detailed the way the model must be implemented and two practical tests were conducted to verify its limitations and failures.

Palabras clave : Sales Promotion; Return on Marketing Investment; Marketing Metrics.

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