Once upon a time, marketing scientists were focused on changing brand behavior as regards the use of price discounting, otherwise known as promotion. IRI (today Circana) presented BehaviorScan findings which showed that advertising heavyup trials increased brand profits 40% of the time, vs. only 20% of the time for promotion trials. Larry Light and Mike Donahue showed evidence that brand loyalists bought the brand regardless of price and constituted more than half of the brand’s profits even though they were more like 10% of the brand’s buyers.
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