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Research archive
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This section contains details of research by the ISP and other organisations relevant to sales promotion across all media channels.

According to ISP estimates, the sales promotion industry was worth more than £20 billion in 2006 - a billion pounds more than was spent on broadcast, outdoor and press advertising. The Institute of Practitioners in Advertising (IPA) puts the figure at £19 billion - again £1 billion more than spend on other advertising.
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Shoppers seeking more promotions, reports Mintel
Two-thirds of consumers are now looking for promotions and deals when they go shopping more often than they did a year ago, according to new research by Mintel. Another survey from online shopping specialist Hitwise has reported that people are seeking out websites offering promotional coupons more often in the past year.
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Shoppers oppose Scottish plan to ban promotions on alcohol
A survey of 10,000 shoppers in Scotland has revealed almost 60 per cent think that banning promotions on alcohol would not lower consumption. The research was carried out by Asda after the Scottish Government announced plans to ban price promotions to cut alcohol misuse.
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Bogus prize draws are most common DM scam, says OFT
Deceptive and misleading prize draws are the most common scam carried out by direct mail, the Office of Fair Trading has revealed after a nationwide crackdown.
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Food companies and retailers reject NCC attack on promotions
Retailers have attacked a report from the National Consumer Council calling on them to cut the number of promotions on foods high in fat, sugar and salt. The survey found that these products now make up 54 per cent of in-store supermarket promotions – nearly double the number recorded in the last survey in 2006.
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Teachers attack marketers for targeting children
The marketing industry has come under fire from teachers who have complained that children and young people are being targeted by brands. The Association of Teachers and Lecturers has published research into its members’ concerns about the pressure that children are put under by advertising.
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Coupon use is rising and misredemption falling, says new research
More than a quarter of consumers now regularly use coupons after concerns about the “credit crunch” have led to a year-on-year increase in redemption levels. The 2008 CCB fast.MAP Marketing-GAP research also revealed that there has been a decline in the number of people who “misredeem” coupons.
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Direct marketing spend increases, reports DMA
Spend on direct marketing campaigns increased by 9.8 per cent to £18 billion in 2007 according to the Direct Marketing Association’s Economic Impact of the Direct Marketing Industry 2008.
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Sales promotion weathers the marketing downturn, reports Bellwether
Sales promotion budgets have suffered less than other areas of marketing because of the need to drive sales during a downturn, according to the latest Bellwether Report.
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Cost of living drives more consumers to seek promotions
Thirty per cent of consumers are more actively seeking out promotions compared to a year ago, according to the latest annual Coupon Report from promotional solutions company Valassis. Of these, 75 per cent cited a rise in the cost of food and the general cost of living as the main reasons for their being more promotionally responsive.
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Agencies 'frustrated' with procurement process, reports AAR
Agencies face a high level of frustration and dissatisfaction with the way in which the formal tendering process with would-be clients is currently being conducted, according to research conducted by leading consultancy AAR.
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Marketers identify need for more evaluation
Over two-thirds of marketers do not carry out regular structured evaluation of their campaigns despite many saying that increasing the productivity of marketing was their biggest challenge. The new research also throws light on attitudes to DM and industry confidence.
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Coupon misredemption remains high

Consumers are becoming more enthusiastic about redeeming coupons but the numbers misredeeming them remain high, according to new research  in the third annual CCB fastMAP Marketing-GAP tracking study.



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Report exposes need to measure effectiveness
Marketers want to improve their tracking of the effectiveness of their campaigns amid fears that some of their spend is wasted, according to the Global Marketing Effectiveness Report.
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Budgets increasing for SP, says Bellwether Report

Budgets for sales promotion were revised up in the last three months of 2007 in contrast to a downturn across marketing as a whole, according to the latest Bellwether Report. It was the third quarter in a row that marketers have increased their SP budgets, and this area is set to enjoy further growth in 2008.

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Promotions lure consumers from their favourite brands
Almost half of all shoppers (48 per cent) fail to remain loyal to a favourite brand if a competitor is running a promotion, according to a survey by research group TNS.
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Below-the-line 'most influential' media
Below-the-line activities have more influence on consumers trying new products than other advertising, according to new research by food and grocery research specialist IGD.

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Record increases in SP budgets, according to new report
Marketing spend is growing overall in the UK, with record uplifts in sales promotions budgets, according to the latest Bellwether Report.
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Uplift in coupons through magazines and in-store
The proportion of coupons being distributed through magazines and in-store has increased, according to an annual report on the sector.

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Combining digital and DM boosts consumer spend
Integrating digital advertising with direct mail campaigns can increase customer spend by almost 25 per cent, according to new research.
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Email marketing overtakes printed DM
Email marketing has overtaken direct mail in terms of volume for the first time, according to a report from the Direct Marketing Association.
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Economic impact of direct marketing
The total value of direct marketing – one of the channels for promotional marketing – grew to £43.7 billion in 2006, according to a new report from the Direct Marketing Association.
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Sales promotions budgets up, says Bellwether
Sales promotion budgets were revised up between April and June this year – the first quarterly upturn in two-and-a-half years – according to the latest Bellwether Report from the IPA
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