Abstract
Should plans for a product's promotional push emphasize the potential of poorly developed sales districts? Or, should allocations for advertising and sales promotion stress the receptive environment provided by the brand's best markets? These questions have been frequently discussed around the corporate conference table.
This article asserts that the purpose of promotional spending should vary according to a brand's strength in a particular geographic area. In strong sales areas, the significance of the brand's own franchise should be considered. Consequently, the primary purpose of spending in those areas is to sustain the franchise already developed.
In weaker districts, “developmental dollars” are necessary to build a brand's franchise to a level where it will begin to generate spontaneous trade support and the marginal return on dollars invested will be higher.
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