SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising
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.
Advertising and Promotion Management | Sales and Merchandising
Journal of Promotion Management
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2924