Magazine sales promotion: a dynamic response analysis

@inproceedings{VidalSanz2009MagazineSP,
  title={Magazine sales promotion: a dynamic response analysis},
  author={Jose M. Vidal-Sanz and Jes{\'u}s Devesa M{\'u}gica and Mercedes Esteban-Bravo},
  year={2009}
}
This paper studies the impact and effectiveness of a type of non-price promotion often used in the European periodical magazines industry to stimulate sales, in which a value pack is sold containing the magazine issue plus another product. Magazines are sold simultaneously with and without promotion at different prices, and promotions are serialized by fractioning the additional product across different issues of the magazine. We find that promoted magazines contemporarily cannibalize non… CONTINUE READING