ABSTRACT

Promotions are designed to speed the process of getting a product into the hands of a consumer. Communication should be designed to reach a customer as rapidly and affectively as possible. A recent IPSOS Mori report drawn from many markets, and thousands of adverts, nominated the creative approach as the one key element in the success of a campaign. The Office of Fair Trading (OFT) research finds shoppers do not act rationally when presented with pricing; scientific research shows this conclusively. The presumption that a person makes a rational decision on pricing is incorrect. Coupons are used by consumers to secure a discount, generally at POP. Mis-redemption is when a consumer deliberately or by oversight uses a coupon to secure a discount on their bill without buying the product. Buy One Get One Free can involve packs being banded together but is more usually operated through the retailer's EPOS system.