| Author: | Korgaonkar, P. K. Karson, E. J. Akaah, I. |
| Title: | Direct marketing advertising: The assents, the dissents, and the ambivalents |
| Journal: | Journal of Advertising Research
1997 : SEP/OCT, VOL. 37:5, p. 41-55 |
| Index terms: | ADVERTISING EVALUATION |
| Language: | eng |
| Abstract: | Using an established seven-factor model of advertising evaluation, the authors explore consumers' global beliefs regarding direct marketing advertising (or DMA). Findings indicate that consumers hold positive beliefs regarding some aspects of DMA and negative beliefs regarding some others. Analysis suggests three segments of consumers based on their DMA beliefs: 1. a pro-DMA segment, 2. a critics-of-DMA segment, and 3. an ambivalent-toward-DMA segment. |
SCIMA