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Le choix de la base de données pour une campagne promotionnelle par SMS

Abstract : Tbe objective of tbis experimentation in tbe fast-food industry is to compare tbe results of several promotional cam- paigns by SMS carried outfrom an opt-in database made by tbe advertiser, and an opt-in database purcbased.Tbe results of tbis study sbow tbat if tbe rate of return is sligbtly bigber ivitb tbe ad boc file, tbe differences between tbe two files are not suffi- ciently significant to be able to affirm tbat tbe development of an opt-in database made by tbe advertiser is essential
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https://hal.univ-lorraine.fr/hal-03011119
Contributor : CHRISTIAN DIANOUX Connect in order to contact the contributor
Submitted on : Tuesday, November 17, 2020 - 11:38:31 PM
Last modification on : Friday, October 14, 2022 - 11:35:12 AM

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  • HAL Id : hal-03011119, version 1

Citation

Christian Dianoux, Gilbert Held. Le choix de la base de données pour une campagne promotionnelle par SMS. revue française de marketing, 2004, 199 (4/5), pp.25-37. ⟨hal-03011119⟩

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