Promotional Competitions: A Taxonomy of Campaign Framing Choices Integrating Economic, Informational, and Affective Objectives
Year: 2017
Type: article
Abstract: Promotional competitions remain underresearched with only limited conceptualization of campaign design (framing) options evident. Our research addresses the following questions: What are the specific framing options available to campaign planners? What framing strategies should decision-makers apply to optimize campaign performance against promotional aims and objectives? We analyze a sample of promotional competition campaigns in the Australian market to identify the range of specific framing options. We present a taxonomy of Action, Entry, and Prize choices, integrating the key promotional aims of economic, informational, and affective influence. Academic and practitioner implications are discussed and a future research agenda is proposed.
Source: Journal of Promotion Management
Authors: Steve Ogden, Stella Minahan, David Bednall
Institution: Deakin University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2604670700