Marketing Science—The Value of Promotion

For this issue, I am pleased to demonstrate that something is being done to measure the effectiveness of sales promotion efforts. The following paper, from James Wallace of General Motors, discusses a general methodology for the problem posed in this column in October 1969. It is similar to other studies I am familiar with, but it is unique in that its sponsor is willing to have it published. With apologies to Dr. Wallace, it has been slightly abridged to make it fit in the alloted space.