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Increase in Sales Due to In-Store Display
Journal of Marketing Research
Vol. 12, No. 4 (Nov., 1975), pp. 426-431
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151091
Page Count: 6
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A factorial experiment measures the impact of in-store displays on sales for different product characteristics. Variables related to growth or competitive structure are found significant, while market share of the test item in the product category, level of price cut, and advertising to sales ratio have no effect on the impact of display.
Journal of Marketing Research © 1975 American Marketing Association