Standard Article

Trade Promotions: Issues and Findings

Part 4. Advertising and Integrated Communication

  1. Naveen Donthu1,
  2. Amit Poddar2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04012

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Donthu, N. and Poddar, A. 2010. Trade Promotions: Issues and Findings. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Georgia State University, Atlanta, GA, USA

  2. 2

    Georgia College and State University, Milledgeville, GA, USA

Publication History

  1. Published Online: 15 DEC 2010


While trade promotions overall command over half of the total money spent on advertising and promotion, research on trade promotions is limited. This article brings together important findings in the trade promotion literature and summarize what we know about trade promotions. Findings in eight areas of trade promotions are discussed.


  • trade promotions;
  • effectiveness;
  • slotting fees;
  • channel efficiency