Tips for Managing Your Company's Promotional Strategy

One example of this occurred within the over-the-counter drug industry, where a strong, well-tested media campaign resulted in lower-than-expected sales gains. Upon further analysis, it was discovered this was due to the high level of BOGO activity three months prior, which resulted in consumers stocking up on the drug and thus removing themselves from purchase consideration for an extended period of time. The media campaign had a strong impact, but with a smaller pool of consumers, ultimately resulting in lower-than-expected sales.