Abstracts » Business

Million dollar madness

Article Abstract:

More marketers are using sweepstakes and other huge cash prizes to capture the attention of consumers, but incentive experts say there could be more downside to the trend than upside. Big-money incentives are effective for grabbing consumer attention but are inherently limited in their strategic scope. Experts say that the money can be more creatively used to have greater influence on consumer behavior.

Sales Promotion--Games & Contests, Sales promotions

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Smooth operators

Article Abstract:

The success of sales representatives in pharmaceutical companies lies in their ability to establish close, one-on-one relationships with physicians using meaningful, personalized or customized incentives. This is not easy to do as pharmaceutical sales people are typically given only a short time to market their products to doctors. Furthermore, personalized, customized incentives can be expensive. In the long run, however, a medical sales representative noted that although such incentives will help sales people, it is the scientific research behind a drug being marketed that will influence physicians' decisions.

Pharmaceutical Preparation Manufacturing, Pharmaceutical Preparations

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Lighting customers' fires

Article Abstract:

Cigeratte firms are relying on promotional efforts to strengthen loyalty among smokers. For instance, a quarterly magazine called Doral & Co is sent to people who smoke Doral cigarettes. Smokers also get invitations on free events featuring blackjack, music and naturally, cigarettes. For one, over 3,600 Doral smokers from around 35 states trooped to a recent celebration in Tobaccoville, NC.

Cigarette Manufacturing, Cigarettes

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