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| Author: | Arambewela, R. Polonsky, M. J. |
| Title: | Advertising of marketing research services to marketers |
| Journal: | Journal of international marketing and marketing research
2011 : JUN, VOL 36:2, p. 59-74 |
| Index terms: | advertising market research service marketing USA |
| Language: | eng |
| Abstract: | The paper focuses on examining the process of advertising market research services to marketers. A sample of advertisements in a marketing trade journal in the United States is analyzed, and the findings show that the number of advertisements related to market research has increased, and that due to the change in the features of products and services over time, the market research services that are advertised have become more and more complex. The fact that the advertising focused mainly on the US market rather than global markets might indicate that journal advertising is driven by goals such as corporate branding and specialist product introductions. |
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