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Are the Promotional activities of WH SMITH (Company A) more effective than that of HMV (Company B.)
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Are the Promotional activities of WH SMITH (Company A) more effective than that of HMV (Company B.) Recent Industry background UK album sales fell sharply in the early 1990s, from 160 million in 1989 to a rock bottom in 1992 of just 132 million. One reason for the adjustment was the recession of those years. However, the return to growth in sales was not just due to a return to overall economic growth, it was complemented by the rising number of teenagers as a demographic shift favoured the industry. The consumer success of recent years is also due to the spending power of 25 to 45 year olds. With CD players now owned by nearly 60% of households, people have boosted sales as they renew their old scratched albums and chewed-up tapes. What is promotion and what is it's purpose. Promotion is an activity undertaken to raise awareness of goods in the...
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