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Dissertação de mestrado em Gestão e Negócios, Nos dias que correm, os folhetos representam uma parcela muito grande dos custos de marketing das empresas e que muitas vezes são inclusive uma fonte de rendimentos dos retalhistas, pois os fabricantes pagam para as suas marcas estarem presentes nos folhetos. Estes contribuem ainda para promover a imagem da loja, e geram um impacto em termos de acréscimo real nas vendas das marcas anunciadas. É precisamente nesse sentido que esta investigação surge, visando investigar sobre a eficácia dos folhetos promocionais utilizados pelos grandes retalhistas, e como estes influenciam os consumidores a visitarem as suas superfícies. Tendo sempre em conta a sua utilização em massa por parte dos consumidores e a magnitude do investimento efetuado pelas organizações neste suporte publicitário. Para isso, levamos a cabo um estudo empírico, através da aplicação de um questionário a uma amostra de 269 indivíduos, com o objetivo de compreender a forma como os consumidores reagem aos folhetos, a sua atitude, e a sua aceitação. Neste estudo desenvolvermos e testamos um modelo de investigação que pressupõe que a atitude em relação a um folheto (em papel ou digital) vai influenciar por sua vez a atitude do consumidor. Os resultados indicam que o posicionamento verde do retalhista influencia positivamente a atitude em relação ao folheto, à marca do retalhista e a intenção de visita a loja. Revela também que quanto maior é o desconto maior é a atitude em relação ao folheto, à marca do retalhista, a intenção de visita a loja e a intenção de mudar para o digital. A consciência ecológica e a Literacia Digital do consumidor estão positivamente correlacionadas com a atitude em relação ao folheto, à marca do retalhista, a intenção de visita a loja e a intenção de mudar de retalhista. Por fim a atitude em relação ao folheto, à marca do retalhista, e a intenção de visita a loja, estão correlacionadas entre si. Desta forma, pretende-se com esta investigação não só proporcionar um maior conhecimento sobre os Folhetos promocionais nos seus diversos meios, mas ainda compreender melhor de que forma estes podem melhorar e evoluir junto do mercado português, atendendo á cada vez maior consciência ecológica demonstrada por parte dos consumidores, e a uma sociedade cada vez mais digital., These days, leaflets represent a very large part of companies' marketing costs and are often even a source of income for retailers, as manufacturers pay for their brands to be present in leaflets. These also help to promote the store's image, and generate an impact in terms of a real increase in sales of the advertised brands. It is precisely in this sense that this investigation arises, aiming to investigate the effectiveness of promotional leaflets used by large retailers, and how they influence consumers to visit their surfaces. Always taking into account its mass use by consumers and the magnitude of the investment made by organizations in this advertising medium. For this, we carried out an empirical study, through the application of a questionnaire to a sample of 269 individuals, in order to understand how consumers react to leaflets, their attitude, and their acceptance. In this study, we develop and test a research model that assumes that the attitude towards a brochure (paper or digital) will in turn influence the attitude of the consumer. The results indicate that the retailer's green positioning positively influences the attitude towards the brochure, the retailer's brand and the intention to visit the store. It also reveals that the greater the discount, the greater the attitude towards the brochure, the retailer's brand, the intention to visit the store and the intention to switch to digital. Consumer ecological awareness and Digital Literacy are positively correlated with attitude towards the brochure, the retailer's brand, the intention to visit the store and the intention to switch retailers. Finally, the attitude towards the brochure, the retailer's brand, and the intention to visit the store are correlated with each other. In this way, the aim of this investigation is not only to provide a better understanding of Promotional Flyers in their various media, but also to better understand how they can improve and evolve in the Portuguese market, taking into account the increasing ecological awareness shown by consumers, and to an increasingly digital society.

Despite retailers’ intense use of both price cuts and store flyer advertising, it is still unclear whether and when it is beneficial for retailers to combine the two promotion tools at the same time as opposed to using them separately. We systematically investigate synergies between price cuts and store flyers for a broad set of 488 brands from 44 consumer packaged goods categories across six leading German retailers. We find that a clear majority of the brands benefit from positive synergies and hence, combining price cuts and store flyer advertising is recommended, especially at supermarkets. This synergy can be strong. For instance, a 15% price cut without store flyer support at a supermarket, on average, increases sales by 11%, and medium spending on store flyers for the brand at its regular (non-promoted) price results in a sales lift of 8%. The combined use of both tools, however, increases sales by 52%, much more than the sum of their separate effects (11% + 8% = 19%). Yet, there is also substantial variance in the synergy, which we explain with retailer format (supermarkets versus discounters) as well as various brand and category characteristics. Our findings have important implications for the coordination of promotion activities by retailers.

Purpose – This research study aims to determine the influence of the factors of informativeness, entertainment, irritation, and credibility on the perception of the value of advertisements and the attitude to advertising through catalogs and store flyers among Croatian consumers. Design/methodology/approach – In the research, testing a theoretical model of value perception, 354 correct answers were collected via email, Facebook groups, and Internet forums. Hypotheses were tested using structural equation modeling. Findings and implications – The results of this research show that the informativeness, entertainment, and credibility are important predictors of the value of catalogs and flyer advertising. Irritation is not. Furthermore, entertainment, credibility, and perception of the advertisement’s value have a positive and significant impact on the attitude to advertising through catalogs and store flyers. In addition to the scientific contribution, the research study has its practical significance as a guide to future marketing activities aimed at increasing the effectiveness of this type of advertising. Limitation – The sample representativeness may be a limiting factor of this research because the author used available email addresses, Facebook groups, and Internet portals. Originality – A review of the bibliography available found that the applied value perception model had not previously been tested in the context of catalogs and store flyers. It builds on the current knowledge about the effectiveness of individual advertising media., Svrha – Cilj je istraživanja utvrditi kod hrvatskih potrošača utjecaj čimbenika informativnosti, zabave, iritacije i vjerodostojnosti oglasa na percepciju njegove vrijednosti i stav o oglašavanju putem kataloga i trgovačkih letaka. Metodološki pristup – Istraživanje testira teorijski model percipirane vrijednosti. Putem elektroničke pošte, Facebook grupa i internetskih foruma prikupljeno je 354 valjanih odgovora. Metoda modeliranja strukturnih jednadžbi (SEM) korištena je za testiranje hipoteza. Rezultati i implikacije – Rezultati istraživanja pokazuju da su informativnost, zabava i vjerodostojnost važni prediktori vrijednosti oglašavanja putem kataloga i letaka, dok iritacija to nije. Nadalje, zabava, vjerodostojnost i percepcija vrijednosti oglasa imaju pozitivan i značajan utjecaj na stav o oglašavanju putem kataloga i letaka. Osim znanstvenog doprinosa, istraživanje ima i svoj praktični značaj kao vodič za buduće marketinške aktivnosti na podizanju učinkovitosti ove vrste oglašavanja. Ograničenja – Ograničenje istraživanja vezano je uz nereprezentativnost uzorka s obzirom da je autor koristio raspoložive adrese elektroničke pošte te Facebook grupe i internetske portale. Doprinos – Pregledom dostupne literature utvrđeno je kako primijenjeni model percipirane vrijednosti dosad nije testiran u kontekstu kataloga i trgovačkih letaka. Time se nadograđuju dosadašnje spoznaje o efikasnosti pojedinih medija oglašavanja.

Mestrado em Ciências Empresariais Os folhetos são uma ferramenta importante para os retalhistas e grossistas publicitarem as suas promoções devido ao seu carácter demonstrativo dos produtos e marcas. Os folhetos são por isso considerados como uma ferramenta importante na construção da visibilidade e posicionamento da marca, ocupando por isso uma grande fatia do orçamento de marketing das empresas, nos Estados Unidos da América em 2012 os folhetos ocupavam em média 65% do budget. Contudo, apesar da sua importância, o estudo da relação dos consumidores com os folhetos é relativamente limitada. Neste contexto, com o presente trabalho pretendeu-se investigar as relações dos consumidores com os folhetos, tendo em conta variáveis tais como o preço, a promoção, o meio ambiente, a lealdade e o Comércio Justo. A metodologia utilizada foi a quantitativa, recorrendo-se a um questionário online administrado a uma amostra não probabilística por conveniência, tendo-se obtido 267 respostas válidas. Com base na análise dos resultados obtidos, verificou-se que grande parte dos inquiridos que consulta folhetos não os guarda durante o período promocional do mesmo, sendo as características mais valorizados as promoções e os preços. Muitas das vezes os folhetos são utilizados para que o consumidor decida onde irá fazer as compras. O tempo despendido a procurar as ofertas é visto como tempo bem gasto e alguns inquiridos indicaram efetuar compras em várias lojas, de modo a aproveitarem os preços mais baixos após a consulta dos folhetos. Verificou-se igualmente que as preocupações ambientais contribuem pouco para a consulta ou não consulta dos folhetos. Store Flyers are an important tool for retailers and wholesalers to advertise their promotions due to the demonstrative nature of the products and brands. Therefore, store flyers are considered an important tool in building brand visibility and positioning. Store flyers occupied a large share of the companies' marketing budget, in the United States of America in 2012, with an average of 65% of the budget. However, despite its importance, the study of the relationship between consumers and store flyers is relatively limited. In this context, the aim of this study is to investigate consumer relations with store flyers, taking into account variables such as price, promotion, the environment, loyalty and fair trade. The methodology used was quantitative, using an online questionnaire administered to a non-probabilistic convenience sample, having obtained 267 valid responses. Based on the analysis of the results obtained, it was found that a large part of the respondents who consult store flyers do not keep them during the promotional period and the most valued characteristics are the promotions and prices. Often times, store flyers are used for the consumer to decide where to shop. The time spent looking for offers is seen as time well spent and some respondents indicated shopping in several stores, in order to take advantage of the lower prices after consulting the brochures. It was also found that environmental concerns contribute little to the consultation or non-consultation of the store flyers. info:eu-repo/semantics/publishedVersion

ResumenLos folletos publicitarios se han convertido en un elemento frecuente en la política promocional de los grandes grupos de distribución y los fabricantes de marcas nacionales, especialmente en el sector de los bienes de consumo masivo. De hecho, en este sector suponen el medio más utilizado para anunciar las promociones desarrolladas. Esta importancia se debe al uso frecuente que el consumidor hace de ellos. Parece, por tanto, muy relevante para los gestores de marketing saber quiénes y cómo son los consumidores que mayor uso hacen de esta herramienta promocional. En este trabajo se muestra el perfil de los individuos más propensos a utilizar los folletos publicitarios, empleando para ello variables económicas, variables relacionadas con el proceso de compra y variables sociodemográficas. Para ello se presentan los resultados derivados de 225 encuestas realizadas a consumidores mayores de 18 años responsables de las compras de su hogar.AbstractStore flyers constitute an important element in the promotional activities of retailers and manufacturers. In particular, for FMCG the inclusion of particular brands in store flyers has become a significant component of promotional budgets. The importance of store flyers is due, in part, to a higher number of consumers using such flyers. Profiling flyer-prone consumers might provide useful insights for retailers and manufacturers with regard to the better use of store flyers as a promotional tool. This paper aims to characterize the flyer-prone consumer in terms of three type of aspects: (i) economic variables; (ii) purchase behaviour-related variables, and (iii) sociodemographical aspects. In order to do so, this study shows the results of 225 questionnaires distributed to consumers older than eighteen.

Os folhetos publicitários tornaram-se uma das modalidades promocionais a que as empresas varejistas de distribuição destinam maior orçamento. Sem embargo, esta importância econômica não tem sido relatada na literatura de marketing. Torna-se necessário, portanto, um maior número de trabalhos que analisem as características dos folhetos publicitários como ferramenta promocional. Neste trabalho apresenta-se um marco de investigação que procura analisar, tanto desde uma perspectiva qualitativa, como quantitativa, as características particulares que possuem os folhetos publicitários utilizados pelos formatos de distribuição varejista que fazem maior uso desta ferramenta promocional (hipermercados e pequenos supermercados). A análise comparativa desenvolvida neste trabalho, sobre uma base de 253 folhetos publicitários correspondentes a ambos formatos, enfatiza como as características dos folhetos parecem estar estreitamente relacionadas com o posicionamento e a estratégia promocional e de preços de cada formato de distribuição. Les brochures publicitaires sont devenues des activités de promotions de ventes auxquelles les entreprises de distribution consacrent un budget important. Cependant, cette importance économique n'est pas reflétée dans la littérature du marketing. Une plus grande quantité de travaux est donc nécessaire pour analyser les caractéristiques des brochures publicitaires en tant qu'instrument de promotion de vente. Ce travail présente un cadre d'investigation pour analyser, autant sous une perspective qualitative que quantitative, les caractéristiques particulières des brochures publicitaires des formats de distribution mineure utilisant cet instrument de promotion de vente (hypermarchés et discounts). L'analyse comparative développée dans ce travail, sur base de 253 brochures publicitaires correspondant aux deux formats, démontre que les caractéristiques des brochures sont en relation étroite avec le positionnement et la stratégie de promotion de ventes et de prix de chaque format de distribution. Los folletos publicitarios se han convertido en una de las actividades promocionales a las que mayor presupuesto destinan las empresas minoristas de distribución. Sin embargo, esta importancia económicas no se ha visto reflejada en la literatura de marketing. Se hace necesario, por tanto, un mayor número de trabajos que analicen las características de los folletos publicitarios como herramienta promocional. En este trabajo se presenta un marco de investigación que trata de analizar, tanto desde una perspectiva cualitativa como cuantitativa, las características particulares que poseen los folletos publicitarios utilizados por los formatos de distribución minorista que mayor uso hacen de esta herramienta promocional (hipermercados y tiendas de descuento). El análisis comparativo desarrollado en este trabajo sobre una base de 253 folletos publicitarios correspondientes a ambos formatos pone de manifiesto cómo las características de los folletos parecen encontrarse estrechamente relacionadas con el posicionamiento y la estrategia promocional y de precios de cada formato de distribución. Store flyers have become one of the promotional activities to which retail distribution companies allocate the largest share of their budgets. However, this economic importance has not been reflected in marketing literature. There is therefore a need for additional efforts to analyze the characteristics of store flyers as a promotional tool. This work presents a research framework for analyzing, from both a qualitative and quantitative perspective, the particular characteristics that store flyers have when used by the retail distribution formats that make the greatest use of this promotional tool (hypermarkets and discount stores). The comparative analysis made in this work, based on 253 story flyers corresponding to both formats, shows how the characteristics of the flyers appear to be closely related to the positioning, promotional strategy and prices of each distribution format.

International audience; This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various familiar and unfamiliar competing brands confirm that store flyers' competitive advertising improves consumers' perceptions of the variety of the retailer's assortment, which has a positive impact on intentions to visit the store and buy. However, increasing the number of competing brands does not harm manufacturers; rather, it enhances recognition of brands, especially for well-known brands. This article concludes with a discussion of the theoretical and managerial implications of these findings for the design of store flyers.

In literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer’s perception of this specific type of communication. Thus to fill the gap, this work aims at studying sales promotion effects from a communication perspective by: (1) integrating the media component of sales promotion through store flyers, (2) identifying the store flyers’ effects on the consumer and on their perception of brands, (3) studying the influence of these effects on brand equity and (4) controlling moderating variables related to situational differences. Results of an experiment on 900 consumers confirm that persuasion through store flyers mainly use a peripheral route. This means of communication then appears as an efficient lever for brand activation in fast moving consumer goods industry.

Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect, already confirmed by previous advertising research. An inter-subject experiment conducted on 400 adults reveals a limited negative effect on brand and promotion recall. It also shows that this effect, when it exists, affects both familiar and non familiar brands. Managerial implications are suggested in order to reduce interference effect.

Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect, already confirmed by previous advertising research. An inter-subject experiment conducted on 400 adults reveals a limited negative effect on brand and promotion recall. It also shows that this effect, when it exists, affects both familiar and non familiar brands. Managerial implications are suggested in order to reduce interference effect., La présence de plusieurs marques concurrentes au sein d'une même page d'un prospectus est une pratique courante. Cette étude s'interroge sur l'effet négatif de cette pratique sur le rappel de la marque et de l'offre promotionnelle en envisageant l'existence d'un processus d'interférence concurrentielle, déjà mis en évidence par les travaux en communication publicitaire. Une expérimentation inter-sujets portant sur 400 adultes indique un effet négatif limité de l'exposition à des marques concurrentes sur le rappel de la marque et de la promotion. Elle montre par ailleurs que cet effet, lorsqu'il existe, touche aussi bien les marques familières que les marques non familières. Des implications managériales sont proposées pour réduire l'effet de l'interférence concurrentielle.