SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising

Author

Dae Ryun CHANG, Singapore Management UniversityFollow
Minhi Hahn, KAIST
Ik-Tae Kim, KAIST

Publication Type

Journal Article

Publication Date

1-1994

Abstract

In this paper, the authors present a contingency framework called SPAD which recommends the integration of sales promotion and advertising to achieve various complementary communication objectives. They review the differential and interactive effects of the two communication types which enable them to formulate a classification of situations whereby the proper SPAD strategy can be determined.

Discipline

Advertising and Promotion Management | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Promotion Management

Volume

2

Issue

2

First Page

45

Last Page

58

ISSN

1049-6491

Identifier

10.1300/J057v02n02_03

Citation

CHANG, Dae Ryun; Hahn, Minhi; and Kim, Ik-Tae. SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising. (1994). Journal of Promotion Management. 2, (2), 45-58.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2924