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The Impact Of Sales Promotion On Diffusion and Market share
Of Daily Press in Galicia
Valentin A. Martínez
Comercialización e Investigación de Mercados. University of A Coruña
A Coruña. 15071. España
&
Oscar Juanatey
Comercialización e Investigación de Mercados. University of A Coruña
A Coruña. 15071. España
&
Felix Blázquez
Comercialización e Investigación de Mercados. University of A Coruña
A Coruña. 15071. España
ABSTRACT
The intensification of competition has turned into one of
the principal characteristics of the majority of the markets,
especially of those in which products of great consumption are
commercialized and in which daily press must be contemplated.
This way, the competitive strategies appear to companies as
suitable instruments to reach a position of advantage with
regard to competitors. Strategies that, in the majority of the
cases, are designed and implemented across skills of Marketing-
mix. Hence within commercial communication plans of
companies, sales promotion stands out as the most important
and effective element in order to achieve sensitive increases of
market share in the short term horizon.
In the last ten years the journalistic Spanish
companies have managed to increase the importance of
diffusion by selling more copies thanks to the use of skills of
sales promotion, fundamentally those consistent in offering
complementary products together with the respective copies of
newspapers.
This work tries to analyze the effect of the above
mentioned promotions in the diffusion of the daily press in
Galicia as well as the impact on market shares of the head-
boards.
Key Words: sales promotion, daily press, diffusion, market
share, marketing.
1. INTRODUCTION
Daily press market in Galicia1 has been characterized,
almost from its origins, by certain stability that has caused, for
example, that more than eighty per cent of the Galician head-
boards surpass or are being on the point of reaching the age of
one hundred years in markets (Faro de Vigo, La Voz de Galicia,
1 Galicia is a Spanish autonomous region placed in the extreme
northwest of Spain, it borders to the north on the Bay of Biscay and on
the west on the Atlantic Ocean. It has 2.737.370 inhabitants and a
surface of 29.575 km2. His GDP is 36.840.684 (thousands of euros) and
his Revenue Per Capita is 13.495 €. (Information 2002).
El Correo Gallego, El Progreso, La Región, Diario de
Pontevedra). A market divided in territorial segments that gave
to the correspondent head-boards of zone an almost hegemonic
position with buyers and faithful readers who were perceiving
them as a symbol of social identification.
In the last decade the situation has begun to suffer
important signs of instability as consequence not only of the
strenght acquired by the audio-visual mass media (whose offer
has multiplied due to the progressive liberalization of the
sector), solid competitors of the daily press both in the
immediateness of the informative offer and in the captation of
advertising income, but also because of the important
development that new information technologies have
experimented. This has turned national diffusion
press(composed basically by head-boards edited in Madrid) into
dangerous competition for daily press basically operating in the
Galician autonomous region. So that the market has begun to
show sensitive changes, especially in consumer behaviour, less
and less faithful to a exclusive head-board.
The loss of buyers and/or readers loyalty and the
intensification of competition have led the journalistic
companies to consider new strategies of marketing with the
objective of not only catching new market share and improving
his indexes of diffusion and audience but also of supporting the
reached positions. Marketing strategies, fundamentally of
operative character, in which the variable corresponding to the
sales promotion has received an important specific gravity.
In this sense, newspaper buyers have introduced new value
in the establishment of criteria in order to determine the press
that they wish to buy.
The “new buy” decision is no longer determined
exclusively, not even estimably, in occasions, by the publishing
line of the publication or its contents.
Competition intensification is also identified as one of the
causes, if not the most relevant one, of "promotions war" untied
in the last five years. Equally, buying behaviour of newspapers
has been affected because consumers have turned to demand for
the same price of the copy or the subscription another
complementary product, conceived originally and with quality.
This has became something permanent, even though in the
beginning publishers considered it as a part of a punctual
strategy to support or to increase the selling of copies.
Nevertheless, it is necessary to inquire about the efficacy
of this type of promotions, to analyze the risk that the effect of
saturation –some head-boards offer a different promotion every
day– supposes, to what extent they have captured journalistic
companies to this type of selling strategy , what are the
substitute strategies and which is the effect that the above
mentioned promotions have on the diffusion of every head-
board, especially, and on the average diffusion of the Galician
press, in general.
2. CHARACTERISTICS OF PUBLISHING SALES
PROMOTION.
Sales promotion applied to the periodic daily publications
market presents certain basic characteristics that, though in
essence, do not differ from those that correspond to other great
consumption and perishable products , show certain
singularities that can be summed up in four points [1]:
1. Efficacy in the development of selling. Promotion
supposes certain value added to the offer, making it much
more attractive for the buyer. Selling increases produced by
promotions are not caused by an increase of the market but,
usually, by an increase in the participation or market share of
the head-board that makes the promotion.
2. Rapid response in results. In case of sales promotion
of copies, sales increase, in the same moment in which the
materialization of the promotional action begins, that is to
say, when the object of promotion carries out the first
delivery of the complementary product. These sales are
mantained with light oscillations along the whole
promotional campaign. Nevertheless, the promotion will
never be long, since it can generate rejection due to the
perception of remaining captive of the daily promoter of the
promotion for a long time from the point of view of the
buyer/reader.
3. Profitability. The promotion has to generate an
increase in income from the very first moment of its
beginning. Though these, in the part destined to promote the
selling of copies will only be reflected immediately in
diffusion, although the increases of audience only will
register in the corresponding control panel of the General
Study of Means2 (four in a year) and in Office of Justification
of Diffusion3 Acts (one a year), so that its incidence in the
corresponding advertising plannings of the advertisers will
be, evidently, later to the above mentioned control panel.
Therefore, this type of sales promotions of copies has an
retarded effect in the generation of income increases by
publicity.
4. Image of the head-board and of its publishing
company. Sales promotion must be perfectly integrated in
marketing strategy of the journalistic company, for what it
will have to contribute favourably and positively to brand
image perceived by the public.
2 The General Study of Means (EGM), which depends of the
Association for the Investigation of Mass media (AIMC), takes as a
purpose the investigation of the audience of different mass media, and
the distribution of its reports between partners, without a profitability
aim and responding to democratic principles in its organization and
functioning.
3 The Office of Justification of the Diffusion (OJD) is the entity
constituted by journalistic companies, advertising agencies and
advertisers with the principal object to obtain and to facilitate useful and
punctual information of the diffusion and distribution of the periodic
publications, for use of the advertisers, advertising agencies, publishers
and other people or interested entities. The Regulation of the Office of
Justification of the Diffusion allows the achievement of voluntary
control panel.
From another point of view, Iglesias [2] establishes the
following essential characteristics:
1. Sales promotion is one of the promotional
communication instruments.
2. It seeks to increase the efficacy of distributors and of
sellers with the purpose of stimulating demand in the
short term.
3. It rests on economic or material incentives (discounts,
gifts, awards, delivery of informative complementary
products, etc.).
4. Usually the recipients of sales promotion are:
buyers/readers, sellers and distributors.
3. EFFECTS OF PUBLISHING PROMOTION
Sales promotion is an instrument of relatively novel
Marketing - mix from the point of view of its systematical use
on behalf of journalistic companies. Nevertheless, as already
said above, it has experienced a very rapid expansion in the last
years. This rapid growth of the use of the promotional variable
is due to several factors which can be classified in external or
internal to firms [3]:
Between the internal factors, we can mention:
1. Recognition of its efficacy. Executives of journalistic
companies have been gradually recognizing the
decisive influence that on selling can be exercised by
a well planned and developed promotion.
2. The people in charge of marketing have acquired
major knowledge and experience in relation to the
characteristics of this variable and to using it with
major efficiency.
The principal external factors that have influenced the
expansion of the sales promotion are:
1. The proliferation of competing head-boards in the
different journalistic markets (especially those of local
scope). This way, buyers/readers prove to be inclined
to acquire that head-board that offers them a
distinguishing advantage.
2. Due to perfection of promotion methods, the
buyers/readers have forgotten their old lack of
confidence towards these offer bonuses
(fundamentally the games), after having verified that
they are real and not deceitful or fictitious.
3. On the other hand, the economic difficulties incline
the buyers/readers towards those products that, in one
way or another, offer them major advantages.
4. The urgent need to sell in very competitive markets
increases the pressure of publishers on intermediaries
(distributors and sellers). The promotions orientated
towards these constitute ways of exercising this
pressure.
5. Efficacy of publicity is subject to important doubts
due to its high cost and the saturation, in general, of
social communication media.
All these factors have influenced, in general lines and at
the margin of theoretical considerations , the generation of the
following effects:
1. The buyers/readers that maintain loyalty to a head-
board perceive the promotional bonuses as an award
to their allegiance and reinforce this feeling. In this
respect, the promotion can be used as a defensive
weapon for commercial aggressions of competitors.
2. Sales promotion attracts buyers/readers of other head-
boards, but it is suitable to distinguish three cases:
• those who like change. These buyers/readers turn
out to be easy to attract, but also they are ready
to leave when, in turn, they are attracted by the
promotions developed by rival head-boards; they
are difficult to turn into loyal purchasers of the
newspaper in question, because of the simple fact
of which they are unfaithful in nature.
• Consumers that are loyal to competitor head-
boards. If they are satisfied by their journalistic
habitual product, it is difficult for them to feel
attracted by the promotion of another newspaper.
Even if they do so, they will return to their
favourite newspaper as soon as promotional
incentive is over or, in certain cases, they will
simultaneously buy two head-boards while
promotions lasts.
• Buyers/readers loyal to other head-boards, but
intimately unsatisfied with them. In spite of their
dissatisfaction, they continue buying their
habitual newspaper due to mere routine. In case
of being attracted by the promotional incentive
and if the journalistic product that offers the
head-board that promotes it satisfies them, it is
frequent for them to change definitively and stay
loyal to the promoted newspaper.
3. When promotion is carried out in markets where
many head-boards are present, but with slightly
differentiated journalistic products, very high answers
and in the short term of the promotion, are likely to be
obtained but few permanent clients are conquered. On
the other hand, if the journalistic products are very
differentiated, sales promotion helps to alter market
shares significantly.
It is undoubted that any journalistic company that resorts to
sales promotion persues to obtain a positive effect, that is to say,
to achieve higher sales of either copies, with the consequent
increase of diffusion, or of publicity. An effect that, on the other
hand, almost always is accompanied of a progress in the
perceived image by the public target to which this skill of
marketing goes. Definitively, with the use of this variable of the
mix the publisher seeks to reach a better position in the market
and this way increase profits that are with no doubt, its the real
final target [4].
Promotion of journalistic head-boards, fundamentally that
based on games or complementary products of any nature, has
been the most effective marketing action employed in the last
twenty years by the Spanish publishing companies of daily
publications to improve sales of their products, up to the point
that if it wasn’t because at this action, it is very probable that
diffusion of the newspapers published in Spain would be below
the Index 1004. In the concrete case of Galicia it would be very
difficult to overcome such an indication, because all newspapers
edited in this autonomous region have had to resort, in a major
or minor measure to sales promotions in order to increase their
diffusion, especially in the urban areas.
4 Index established by the UNESCO used as indicator of the cultural
development of a certain zone. It is considered to be a low cultural
development if the diffusion of press does not overcome 100 copies for
every 1000 inhabitants.
Nevertheless, sales promotion does not have to be
understood as the panacea that allows to increase, without any
other implication, the number of copies sold. Apart from the
pointed advantages, Nieto and Iglesias [5] make clear the
following disadvantages:
• Risk of the newspaper becoming more valued by
virtue of the obsequiousnesses or awards it grants
than because of its own intrinsic quality.
• The purchase may stop being and indication of sincere
personal adhesion to the newspaper in question or to
the ideas of the journalistic companies that publishes
it.
• Easy conquest of transitory popularity for the
journalistic means, so, as soon as sales promotion has
reached its climax, its positive effects can begin to
decline with major rapidity.
To these disadvantages, Martínez [6] establishes that
probably the perception, on behalf of the buyer/reader of
newspapers with promotions, of the existence of a certain "
acquired right " should be taken into account. This supposes that
the publishing company has the inexcusable obligation, for the
same price of the ordinary copy, of giving them something
more, (the bonus typically and inherent to any sales promotion).
So that, when a newspaper finishes a promotion without starting
another, the habitual buyer feels that he receives an incomplete
product after assuming that the copy of the newspaper and
promotion must come together.
The idea of this "acquired right" has been powered by the
"war of promotions" carried out by the journalistic companies,
especially those supported by publishing products without an
increase in price, on having stimulated an important change in
the consumer buying decision. It can be said that we have
passed from a passive and merely receptive attitude to a
completely active and demanding one, claiming for the same
basic price of the copy or of the subscription another product, of
any type, complementary to the purely journalistic one.
Moreover, it must gather, among others, the characteristics of
originality and quality.What in the beginning was a part of a
punctual strategy to increase, also punctually, the sales and to
improve the averages of diffusion for publishers, has become
something permanent.
Another negative effect of this type of promotions can be,
as stated add Sohn, Ogan and Polich [7], is the fact that
advertisers do not consider in the same way habitual reader and
spontaneous ones and they observe the peaks of sales generated
by these promotional actions as "artificial diffusion", a diffusion
that does not respond to the consolidation of the newspaper in
the market.
4. ANALYSIS OF THE EVOLUTION OF DIFFUSION
AND SALES PROMOTION
Sales promotion has been revealed, especially from the
second half of the decade of the eighties of the last century, as
the most important marketing skill in order to increase first and
support later the diffusion numbers. Few head-boards have
refused to capture many buyers offering them together with the
newspaper something more, a value added to the informative
basic product, that bonus that constitutes the essential
characteristic of sales promotion. A bonus that, besides, is
constituted in a distinguishing element of competition, at least
at the beginning, and as it will be possible to appreciate in the
graphs shown bellow the use of this promotional
communication still has saturated the market with actions if not
identical yes very similar.
The incidence of sales promotion in diffusion numbers of
those newspapers that adopt them inside their marketing
strategies is analyzed in this part of the work. For this purpose,
we focus on the Galician market and we take as reference years
that from 1990 to 2000, from the view of the implemented
promotions. It is in this period of time when sales promotion on
the journalistic Galician market has become generalized. On the
other hand this coincides with the market of periodic daily
publications at the Spanish national level, so that, in some
extend, the information here reflected can be considered to be
representative of other autonomous regions similar to the
Galician one.
Nevertheless, the information of diffusion refers to years
between 1991 and 2000, provided that it is from the first of
these years when the Office of Justification of the Diffusion,
basic source of which information is taken due to its official
character and objectivity, begins to outline its control acts with
certain essential detail to homogenize the information of
promotions developed by the head-boards submitted to his audit
of diffusion.
In order to avoid slants and distorted information caused
by the absence of homogeneity, we have analyzed only the
newspapers that have been controlled by the Office of
Justification of the Diffusion in the studied period of time.
Therefore, only the following journals have been taken into
account: La Voz de Galicia, El Correo Gallego, Faro de Vigo,
La Región and El Progreso.
Through the application of temporary series, the first
prominent fact is the clear seasonary existing in the diffusion of
the daily press. Thus, all the analyzed newspapers present a
seasonal negative component during the first part of the year,
until June or July, demonstrating in the second half of the year a
seasonal component of positive character. This circumstance is
explained by the fact that in these months, and with the
publication of the second General Study of Means (EGM)
audience figures, on which depend both advertising spot and
advertising tariff, the daily press adopt strategies directed to
reaching diffusion numbers and audience that had been marked
as target, trying to relieve possible deviations during the first
part of the year. One of the strategies which they can adopt, as it
has already been established previously, is sales promotions. All
the analyzed newspapers, especially from the second half of the
nineties, though they develop promotions during the whole
year, these concentrate on the second half of the year, especially
on the last quarter, which would help to explain the strong
seasonality present in newspaper diffusion in this part of the
year. This way a major promotional effort is demonstrated for
all the newspapers in the second part of the year, especially after
the summer period, with the beginning of colectionable
promotions coinciding with the beginning of the school course,
and with a great number of promotions during the Christmas
period.
Graph 1 shows the clear seasonal component of La Voz de
Galicia newspaper that of major diffusion in Galicia, being
simultaneously a clear image of the situation of the rest of
analyzed newspapers.
GRAPH 1: LA VOZ DE GALICIA : SEASONAL COMPONENT
-5000,00
-4000,00
-3000,00
-2000,00
-1000,00
0,00
1000,00
2000,00
3000,00
4000,00
5000,00
ene-
91 ene-
92 ene-
93 ene-
94 ene-
95 ene-
96 ene-
97 ene-
98 ene-
99 ene-
00
DIFUSSION
The analysis of temporary series reflects another prominent
fact; The tendency of diffusion of the different newspapers
allows to observe with clarity the moment in which each of
them introduced in a continuous manner, sales promotions
policies. In this respect it turns out to be very illustrative again
the case of La Voz de Galicia, especially if it is compared with
that of newspaper diary as it is La Región. While the first of
these already initiates promotions at the beginning of the decade
of the 90 in a sustained way and presents from these dates a
pronounced tendency to rise in diffusion, with the introduction
of these strategies during 1994 and especially in 1995 on behalf
of the rest of the analyzed newspapers, the tendency of La Voz
de Galicia changes its sense, unlike what happens with the rest
of newspapers.
GRAPH 2: LA VOZ DE GALICIA DIFUSSION: ORIGINAL
SERIE AND TENDENCY
90000
95000
100000
105000
110000
115000
120000
ene-91 ene- 92 ene-93 ene- 94 ene-95 en e-96 ene-9 7 ene-98 ene- 99 ene-00
DIFUSSION
The newspaper La Región reaches a peak its tendency at the end
of the year 1994, coinciding with an increase of its promotional
effort, which stops during 1995, fact that turns out to be
reflected again with the fall of the tendency of its diffusion. In
1996 the constant promotion policy is retaken and will not be
abandoned during, the rest of the analyzed period, which
appears clearly in the new change in tendency from the named
year.
GRAPH 3. LA REGIÓN DIFUSSION: ORIGINAL SERIE
AND TENDENCY
9.000
10.000
11.000
12.000
13.000
14.000
ene-
91 ene-
92 ene-
93 ene-
94 ene-
95 ene-
96 ene-
97 ene-
98 ene-
99 ene-
00
DIFUSIÓN
DIFUS. TOT.
tendencia:mm2
A very similar situation occurs with the rest of analyzed
newspapers, which can explain to a great extent the change of
tendency of the journal La Voz de Galicia from middle of the
decade of the 90´s, which would be explained by the beginning
and increase of promotional effort on part of its competitors.
Besides, to this it is necessary to say that we can consider La
Voz de Galicia as the only of the analyzed newspapers that
competes with all the rest, because it has a regional scope, being
all others of a more provincial or local character, with what they
scarcely compete between them.
5. IMPACT OF SALES PROMOTION ON DIFFUSION
AND MARKET SHARE OF DAILY PRESS
The journalistic publishing companies of periodic
publications with sales promotion try to seek secure direct
results, since it has to be born in mind that, as Rabassa [8]
indicates, this promotional action constitutes that part of the
communication process (communication mix) of the company
where direct and immediate feedback can exist, that is to say,
possibility of response on part of the consumer, with an
important growth of sales being obtained by this effect with
regard to the level obtained by the remaining Marketing actions.
The most immediate results, in view of the temporary
character of the sales promotion, take place on the income
obtained by the selling of copies, due to the selling of the
number or the subscription, as well as on the entire diffusion.
From a purely general optic, it is necessary to indicate
studies realized by Abraham and Lodish [9] and from which the
following ideas are extracted:
1. Promotions have a measurable impact in sales for the
majority of the products (included the periodic
publications). In any case, the effects derived from
promotion are irremediably short termed.
2. Many companies and trade marks, among which it is
necessary to take into account the publishers of
newspapers, are spending too much in promotions
compared to the obtained results.
3. The current tendency to increase expenses in sales
promotion does not categorically contribute to major
productiveness of marketing activities.
Therefore, one of the indicators, though not the only one,
to try to measure the efficacy of sales promotions carried out by
journalistic companies is the impact of these in the daily
diffusion, that is to say, in the selling of its product (the
newspaper) as well as in its market share.
In this respect, and if we think that sales promotions has an
impact in the short term and immediately on selling, the
diffusion and market share of the journals comes explained
(especially if it is born in mind that variables like distribution,
price and other communication variables are kept more or less
constant) by its diffusion and market share in previous periods
(loyalty and allegiance of trade mark, in this case to head-board)
as well as by sales promotions developed by head-boards.
If we set off from this hypothesis, and on having applied
statistical regression, the conclusion is that in effect, a great part
of the evolution of diffusion and market share of the different
head-boards is explained by its diffusion and market share in the
previous period as well as by promotions carried out in this
period by the newspaper.
In order to measure the promotional effort, we have
considered it as the percentage of days of the month that the
newspaper is in promotion.
Thus, and if the model takes diffusion as the explained
variable in the period t, and as explanatory variables diffusion in
the period t-1 and promotional effort in period t, all the daily
press analyzed with this model present a R square higher than
0.75 and a very high statistical level of significance (p <0.01).
For example, for the case of the journal El Progreso, as it is
reflected in table 1, two explanatory variables prove to be very
significant (ß1=0.619 and ß2=0.313) and explain great part of
the behaviour of variable explained (R2 =0.784).
TABLE 1. DIFUSSIÓN OF EL PROGRESO EXPLAINED BY
LAGGED DIFUSSION AND PROMOTIONAL EFFORT
On the other hand, if what is taken in consideration is
market share of the head-board in moment t, according to
market share in moment t-1 and promotional effort in period t,
the conclusions to which we arrive are very similar, since the
application of this model to the different newspapers again
presents values of R square higher than 0.75 and equally very
high statistical levels of significance (p <0.01). This way, taking
as an example the journal Faro de Vigo, and as it is reflected in
the table 2, two explanatory variables prove to be very
significant (ß1=0.691 and ß2=0.232) and justify great part of the
behavior of the variable explained (R2 =0.758).
Model Summary
,886a,784 ,781 554,08
Model
1RR-squared R-squared
adjusted
Standar
deviation of
estimates
Predict Variables: (Constant), %Days in Promotion, Lagged
Diffusion
a.
Coefficients
a
4783,374 938,466 5,097 ,000
,635 ,072 ,619 8,863 ,000
1065,475 237,803 ,313 4,480 ,000
(Constant)
Lagged Diffusion
%Days in Promotion
Model
1BStandar
deviation
Coefficients no
standardized
Beta
Coefficients
standardized
tSig.
Dependent Variable: DIFUS. TOT
a.
TABLE 2. MARKET SHARE OF FARO DE VIGO
EXPLAINED BY LAGGED MARKET SHARE AND
PROMOTIONAL EFFORT
One last analysis would be the impact of sales promotions
of competition on market share of the head-board, for which
again it is considered that the market share in the t depends on
market share in the previous period and on promotional effort in
the previous period of competitors.
At the moment of applying this model, we have selected
the journal La Voz de Galicia, for being the newspaper of great
diffusion and the only one that actually competes with all the
rest, as we mention earlier.
The results this way obtained demonstrate, since it was
supposed, that promotional effort of competitors has effect over
market share of the analyzed head-board, as is reflected in table
3.
This model presents again a high R square (0,765), and
promotional effort of different competitors is significant, if we
exempt promotional effort of the diary La Región, which is not
significant. This can be explained by the geographical place in
which it is commercialized this one, the province of Orense, in
which La Voz de Galicia has a scarce diffusion and the
newspaper of mayor provincial diffusion, La Región, presents a
high grade of fidelización and allegiance to trade mark.
Despite this, promotional effort of other rival newspapers
proves to be significant and there has effect on market share of
La Voz de Galicia, explaining with the lagged market share a
great part of the behavior of the variable market share, and at a
very high statistical level of significance (p> 0.05), as it is
possible to see in the following table:
TABLE 3. MARKET SHARE OF LA VOZ DE GALICIA
EXPLAINED BY LAGGED MARKET SHARE AND
PROMOTIONAL EFFORD OF COMPETITORS
6. CONCLUSIONS
The main conclusions can be stated the following:
The just about totality of the Galician head-boards have
used sales promotion as the principal marketing skill to increase
its respective diffusion numbers and audience during the
analyzed period.
A clear seasonality effect exists in diffusion of the daily
press. Thus, all the analyzed newspapers represent a seasonal
negative component during the first part of the year, until June
or July, demonstrating in the second half of the year a seasonal
component of positive character, which would come explained
by the effort of head-boards to reach the diffusion target and
hearing.
Sales promotions represent a fundamental marketing tool
to compete, since it is clearly appreciated that they are an
important explanatory factor of diffusion of the different head-
boards and of their respective market shares. Likewise, sales
promotions of every head-board affect market shares of others,
which reflects that it is a competitive key instrument to establish
marketing policies, provided that other variables like price and
distribution are in this sector statical and subject to reduced
control in the short term.
7. REFERENCES
[1] J. Kergohenn y H. Salen, Promoción y Merchandising,
Madrid: H. Salen ed., 1987.
[2] F. Iglesias, Marketing Periodístico, Barcelona: Ariel, 2001.
[3] F. Serrano Gómez, Temas de Introducción al Marketing,
Madrid: ESIC, 1997.
[4] V.A. Martinez Fernandez, Distribución de la Prensa
Diaria en Galicia, Santiago de Compostela: Lea, 1999a.
[5] A. Nieto e F. Iglesias, Empresa Informativa, Barcelona:
Ariel, 1993.
[6] V.A. Martinez Fernandez, “Os Xogos como Instrumento de
Marketing na Empresa Xornalística”, As Fronteiras do
Novo Xornalismo, Santiago de Compostela: Lea, 1999b.
[7] A. Sonh, CH. Ogan, y J. Polich, La Dirección de la
Empresa Periodística, Barcelona: Paidós,1988.
[8] B. Rabassa, Promoción de Ventas: Cómo se Prepara una
Campaña, Madrid: pirámide, 1987.
[9] M.M. Abraham y L. M. Lodish, Fact Based Estrategies for
Managing Advertsiting and Promotion Dollars: Lessons
from Single Souce Data, Pensylvania: Marketing
Departament, 1989.
Model Summary
,870a,758 ,753 5,8481417E-03
Model
1RR squared R squared
adjusted Standar deviation
of estimate
Predict Variables: (Constant), %Days in Promotion, Lagged
Share
a.
Coefficients
a
5,992E-02 ,012 4,906 ,000
,684 ,064 ,691 10,629 ,000
8,937E-03 ,003 ,232 3,565 ,001
(Constant)
Lagged share
%Days in Promotion
Model
1BStandar
deviation
Coefficients no
standardized
beta
Coefficients
standardized
tSig.
Dependent Variable: SHARE
a.
Model Summary
,875a,765 ,755 7,7113000E-03
Model
1RR squared R squared
adjusted Standar deviation
of estimate
Predict Variables: (Constant), PROM CORREO, PROM FARO,
PROM REGION, LAGGED SHARE VOZ, PROM PROGRESO
a.
Coefficientsa
,209 ,039 5,381 ,000
,643 ,066 ,646 9,690 ,000
3,999E-03 ,007 ,032 ,612 ,542
-6,43E-03 ,003 -,126 -2,113 ,037
-8,33E-03 ,003 -,186 -2,728 ,007
-6,01E-03 ,002 -,132 -2,813 ,006
(Constant)
LAGGED SHARE
VOZ
PROM REGION
PROM FARO
PROM PROGRESO
PROM CORREO
Model
1BStandar
deviation
Coefficients no
standardized
Beta
Coefficien
ts
standardi
zed
tSig.
Dependent Variable: SHARE VOZ
a.
