Editor at large for Ad Age, Jack Neff, interviewed TABS Group Founder and CEO, Dr. Kurt Jetta in a recent article regarding what data says about trade promotions. Neff explains that while many have thought for years that deals cut into a company’s bottom line, Dr. Jetta and other experts disagree.
“But the conventional wisdom isn’t supported by data, said Kurt Jetta, CEO of promotion-analytics firm [TABSGroup], who’s found mostly supposition and contradictions in prior academic research. His own analysis, some embodied in his Fordham doctoral dissertation, finds no support for the theory that promotions steal from sales that would occur anyway in subsequent weeks or makes consumers more price sensitive. In fact, he finds it can expand brands and categories long term.”