SPAD: A Contingency Framework for Integrating Sales Promotion and Advertising

Abstract

In this paper, the authors present a contingency frame- work called SPAD which recommends the internation of sales promotion and advertising to achieve various com$ementary com- munication objectives. They review the differential and interactive effects of the two communication types which enable them to formu- late a classification of situations whereby the proper SPAD strategy can be determined.