文章基本信息

标题：Características de los folletos publicitarios como herramienta promocional: hipermercados vs. tiendas de descuento
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作者：Juan Carlos Gázquez-Abad ; Francisco J. Martínez-López ; Juan Antonio Mondéjar-Jiménez 等
期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2010
卷号：20
期号：38
页码：203-216
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：Store flyers have become one of the promotional activities to which retail distribution companies allocate the largest share of their budgets. However, this economic importance has not been reflected in marketing literature. There is therefore a need for additional efforts to analyze the characteristics of store flyers as a promotional tool. This work presents a research framework for analyzing, from both a qualitative and quantitative perspective, the particular characteristics that store flyers have when used by the retail distribution formats that make the greatest use of this promotional tool (hypermarkets and discount stores). The comparative analysis made in this work, based on 253 story flyers corresponding to both formats, shows how the characteristics of the flyers appear to be closely related to the positioning, promotional strategy and prices of each distribution format.
关键词：Sales promotion;store flyers;hypermarket;discount stores;Promoción de ventas;folletos publicitarios;hipermercado;tiendas de descuento;Promotion de ventes;brochures publicitaires;hypermarché;discount;Promoção de vendas;folhetos publicitários;hipermercado;pequenos supermercados