search query: @author Donthu, N. / total: 11
reference: 7 / 11
| Author: | Bhargava, M. Donthu, N. |
| Title: | Sales response to outdoor advertising |
| Journal: | Journal of Advertising Research
1999 : JUL, VOL. 39:4, p. 7-18 |
| Index terms: | Advertising campaigns Sales promotion Outdoor advertising |
| Language: | eng |
| Abstract: | The authors report results of two field experiments that tested the sales response to outdoor advertising. The experiments manipulated the media weight by location, promotion message, and the effects of incorporating outdoor advertising in multiple-media campaigns. The results confirm that sales response to outdoor adveritising is immidiate but mediated by location of exposure and other elements of the marketing plan. |
SCIMA