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How Many Contest Entries Spell Success?

Authors :
Pomerance, Eugene C.
Source :
Journal of Marketing; Oct60, Vol. 25 Issue 2, p7-10, 4p
Publication Year :
1960

Abstract

Here is a new look at contests, and contestants. Generally, a count of contest entries is used as a gauge of success. This article shows why a count of entries is a poor measure of number of people involved, and an even poorer measure of prospects attracted. [ABSTRACT FROM AUTHOR]

Subjects

Subjects :
PRIZE contests in advertising
SALES promotion
CONTESTS
EVENT marketing
CONSUMERS
MARKETING
RATE of return
ADVERTISING
ADVERTISING campaigns
MARKETING strategy
MARKETING research

Details

Language :
English
ISSN :
00222429
Volume :
25
Issue :
2
Database :
Complementary Index
Journal :
Journal of Marketing
Publication Type :
Academic Journal
Accession number :
6734930
Full Text :
https://doi.org/10.2307/1248604
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