search query: @indexterm CONSUMER EXPECTATIONS / total: 100
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| Author: | Madden, C. Caballero-Cooper, M. |
| Title: | Expectations of Users of Specialty Advertising |
| Journal: | Journal of Advertising Research
1992 : JULY/AUG, VOL. 32, p.45-59 |
| Index terms: | ADVERTISING EFFECTIVENESS DISTRIBUTION CHANNELS CONSUMER EXPECTATIONS |
| Language: | eng |
| Abstract: | Specialty advertising is the advertising , sales promotion, and marketing communications medium which employs useful or decorative items of merchandise. Specialty advertising is dependent on a channel of distribution that includes distributors, and their counselors who call on the clients to develop promotional programs. It is essential to understand the areas of sensitivity in the relationships between clients and counselors. |
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