search query: @author Keitz, B. von / total: 3
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| Author: | Keitz, B. von |
| Title: | Consumer involvement- Does it affect advertising testing? |
| Journal: | Marketing and Research Today
1990 : FEB, VOL. 18, p.37-45 |
| Index terms: | ADVERTISING EFFECTIVENESS PRODUCT INFORMATION CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The problem of low-involvement customer is examined from the perspective of practical marketing and communication research. Both marketing and market research have ignored the phenomenon of low involvement, which is partly the result of a miscalculation on the part of marketing people.Its implications for advertising research are discussed. |
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