Resumen

GAZQUEZ-ABAD, Juan Carlos; MARTINEZ-LOPEZ, Francisco J  y  MONDEJAR-JIMENEZ, Juan Antonio. Characteristics of store flyers as a Promotional Tool: Hypermarkets vs. Discount Stores. Innovar [online]. 2010, vol.20, n.38, pp.203-216. ISSN 0121-5051.

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.

Palabras clave : sales promotion; store flyers; hypermarket; discount stores.

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