Abstract
John H. Weber argued in a recent issue of the JOURNAL OF MARKETING that the role of sales promotion in making sales cannot be measured quantitatively, because there are too many unknowns in the market place. He contended that general economic conditions affect consumer response to promotion in unknown, unmeasurable, and unpredictable ways; and he made the same point for local market conditions, competitive reactions, and intra-company factors.
The present author takes issue with Weber's views—he asserts that the effectiveness of sales promotion activities can indeed be determined, and that experimental methods can be utilized.
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