search query: @indexterm market research / total: 2057
reference: 533 / 2057
| Author: | Green, P. Krieger, A. |
| Title: | A simple approach to target market advertising strategy |
| Journal: | Journal of the Market Research Society
1993 : APR, VOL. 35:2, p. 161-170 |
| Index terms: | ADVERTISING STRATEGY MARKET RESEARCH |
| Language: | eng |
| Abstract: | This paper describes the application of a simple conjoint-based model to the design of promotional strategies for attracting customers of competitors' brands to one's own brand. Commonly collected data on buyers' product perceptions and preferences provide the basis for applying the proposed methodology. The model is described in the context of an actual (albeit disguised) business situation, involving credit card strategies. The authors conclude the paper with a discussion of various extensions of the basic idea to other types of data, such as information obtained from customer satisfaction studies. |
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