Decomposing the Sales Promotion Bump with Store Data

By Harald J. van Heerde, Peter S. H. Leeflang, D. Wittink. 2004

239 citations recorded by the source corpus.

Subfields: Economics and Econometrics, Marketing

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Citations in the corpus

Decomposing the Promotional Revenue Bump for Loyalty Program Members versus Nonmembers (2005, methodology): “Third, promotion effects are moderated by price discount levels (Van Heerde, Leeflang, and Wittink 2004).”
Sales Promotion Models (2008, methodology): “System of linear additive models - Gives decomposition effects - Linearity assumption - Many independent variables Van Heerde et al. (2004) ”
The Short- and Long-Term Impact of an Assortment Reduction on Category Sales (2006, methodology): “Following the work of Hoch, Bradlow, and Wansink (1999) and Van Herpen and Pieters (2002), we measure perceived assortment variety with a four-item, fivepoint Likert scale (1 = “strongly disagree,” 5 = “strongly degree”).”
Embedded Premium Promotion: Why It Works and How to Make It More Effective (2007, background): “Price cuts across all tuna brands and all forms of promotional support used in Van Heerde et al. (2004) average 24%.”
Planning Marketing-Mix Strategies in the Presence of Interaction Effects (2005, methodology): “When model specification is semiparametric or nonparametric (for example, local polynomial regression; see van Heerde et al. 2004), then the corrected criterion AICC (Naik and Tsai 2001) or RIC (Naik and Tsai 2003) needs to be applied.”
Decomposition of the Sales Impact of Promotion-Induced Stockpiling (2007, methodology): “Subsequent research confirms that increased consumption can account for a substantial portion of the promotion-induced sales bump (e.g., Bell, Chiang, and Padmanabhan 1999; Foubert 2004; Van Heerde, Leeflang, and Wittink 2004).”
Promotion Effect on Endogenous Consumption (2005, background): “…Mela et al. (1998a, b), Kopalle et al. (1999), Dekimpe et al. (1999), Paap and Franses (2000), Nijs et al. (2001), and Pauwels et al. (2002), van Heerde et al. (2004), Pauwels and Srinivasan (2004), etc. the responsiveness of consumption to promotion in order to measure the effectiveness of…”
Competitive Reactions to Advertising and Promotion Attacks (2005, result): “Despite the difference in promotion intensity, the results from these studies were comparable to U.S. results. van Heerde et al. (2001, 2004) had both Dutch and U.S. categories in their sample, and reported comparable deal-effect curves (2001) and comparable decompositions of the sales-promotion…”