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Trying to lure customers? Choose the right promotional tools first!

Trying to lure customers? Choose the right promotional tools first!

Ma, Jenny (2015) Trying to lure customers? Choose the right promotional tools first! IORMA Report.

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Abstract

Advertising and sales promotions account for over 25% of UK marketing budgets, however, research shows that more than 50% of promotions are not profitable. It is common knowledge that promotional tools can used to encourage unplanned purchase, but do you really know when to use which promotional tools?

A study conducted by Dr. Jenny Ma and her team at the University of Worcester investigated British and Chinese consumer responses to promotional tools in casino gambling. Casino is a fast-growing and competitive sub-sector of the gambling industry. However, as only 3% of casino customers are classified as frequent visitors, how to attract customers effectively has become a significant topic for this industry.

Item Type: Article
Uncontrolled Keywords: Promotional tools, Casino, Cultural differences
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 19 May 2017 09:11
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/16957

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