This trend reflects the ongoing disen- chantment with mass media advertising based on the difficulty of measuring its effectiveness. However, the trend also reflects a desire by manufacturers and retailers to get closer to customers in some form of relationship marketing. A number of explanations have been forwarded for the increasing popularity of promotions (Dickson and Sawyer, 1990; Quelch, 1983; Low and Jakki, 2000; Dawes, 2004). One of the key factors is the changing relationship with advertising. Previously advertising and sales promo- tion were viewed as alternatives to each another. As concerns for growth about the cost effectiveness of media advertising came.
