search query: @author Cameron, G. / total: 4
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| Author: | Nowak, G. Cameron, G. Krugman, D. |
| Title: | How local advertisers choose and use advertising media |
| Journal: | Journal of Advertising Research
1993 : NOV-DEC, VOL. 33:6, p. 39-49 |
| Index terms: | ADVERTISING MEDIA RESEARCH ADVERTISING |
| Language: | eng |
| Abstract: | This study examines decision making among local advertisers in order to determine their advertising media, budgeting and evaluation practices. Nearly half of all money spent on advertising comes from local businesses and retailers, including department stores, supermarkets, consumer service providers, automobile dealers, speciality merchandisers and financial-service institutions. This study measures local retailers' and merchants' perceptions and use and identifies the specific factors that influence local advertisers' media decisions. |
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