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Figure 2From “What is a price promotion?”

A price promotion record

Write down the offer, the baseline, the expected source of sales, buyers' expectations, rivals' response and the read-out before the deal runs.

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Figure 2A price promotion record

A six-column worksheet for a price promotion: the offer with its depth, length and frequency, the baseline without the deal, the expected source of extra sales, whether buyers already expect the deal, how competitors may respond, and the read-out of sales and margin during and up to two months after.OfferHow deep, howlong, how oftenthis year?BaselineWhat would havesold withoutthe deal?SourceOther brands,more buyers,bigger orearlier buys?ExpectationsDo buyersalready expectthis deal?RivalsWillcompetitorsmatch orcounter it?Read-outSales andmargin duringand two monthsafter?If buyers already expect the deal, count the weeks without it as part of its cost.

Source: Author's decision worksheet. The offer and expectations fields follow Kalwani and Yim (1992), pp. 91, 94 and 98; the source field follows Pauwels et al. (2002), pp. 422 and 436 to 437; the rivals field follows Ailawadi et al. (2001), p. 49; the read-out field follows Pauwels et al. (2002), p. 437. The fields are reader inputs; no company data is supplied.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-is-a-price-promotion-fig03.png

From the essay

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APA 7

Isoglu, S. (2026). A price promotion record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-price-promotion-fig03/

BibTeX
@misc{isoglu-2026-what-is-a-price-promotion-fig03,
  author = {Isoglu, Sinan},
  title = {{A price promotion record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-price-promotion-fig03/},
  note = {From the essay {What is a price promotion?}}
}
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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-price-promotion-fig03/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-a-price-promotion-fig03.png" alt="Figure 2: A price promotion record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A price promotion record. Source: Author&#39;s decision worksheet. The offer and expectations fields follow Kalwani and Yim (1992), pp. 91, 94 and 98; the source field follows Pauwels et al. (2002), pp. 422 and 436 to 437; the rivals field follows Ailawadi et al. (2001), p. 49; the read-out field follows Pauwels et al. (2002), p. 437. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-price-promotion-fig03/">View exhibit</a>.</figcaption>
</figure>

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