Exhibit 17.14 Introduction of special displays boosts brands E
and D’s sales, and invigorates category sales at a retail chain.
Exhibit 17.15 Sales lift represents the percentage increase in
sales due to marketing initiatives such as display and co-op advertising.
Exhibit 17.14
provides an example of the impact of special displays on brand and category sales. In this
example permanent displays were set up at a retail chain for a category that
comprised primarily of two brands D and E.
The impact of displays, co-op advertising and
seasonal effects is usually presented as sales lift (see Exhibit 17.15),
the percentage increase in sales volume due to the incidence of the marketing
effort.
Exhibit 17.14 shows that the brands
D and E experienced a significant increase in sales lift, with a 70% and 23% increase
respectively, as a result of the displays. Additionally, the exhibit illustrates that
the displays helped to reverse the decline in category sales at the retail chain, as
evidenced by the upward trend in sales.
