Why price promotions need to be rigorously evaluated

Evidence from 40 years of case studies in the IPA Effectiveness Awards

If one of the biggest risks in advertising is being ignored, another is being too persuasive in the wrong way.

Two case studies reveal that it is more effective for marketers to join a race to be at the top of their categories, rather than undercutting each other on price in a race to the bottom.

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Last updated 05 April 2024