Evaluation of Results from Sales Promotion Activities

Abstract

An essential element of the sales promotion strategy and not only is the evaluation of the results obtained from the activities performed. Due to their nature and applicability, the evaluation of the sales promotion is much easier to be achieved, but it raises some problems. Using a hypothetical example, we have tried to develop a "classic" evaluation model of the specialty literature.

Keywords

• sales promotion
• evaluation model: Bump-Trough effect