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 / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	19 May 2017 09:11
URI:	http://gala.gre.ac.uk/id/eprint/16957

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