search query: @author Woodside, A. / total: 6
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| Author: | Woodside, A. |
| Title: | Modeling linkage-advertising: Going beyond better media comparisons |
| Journal: | Journal of Advertising Research
1994 : JUL/AUG, VOL. 34:4, p. 22-31 |
| Index terms: | ADVERTISING MEDIA DATA BASES |
| Language: | eng |
| Abstract: | The proposition is examined here that modeling what actually happens in customer/marketer information search and two-way responses is helpful for designing effective advertising programs. A 20-step, customer-marketer, database advertising framework is described with implications offered for building relationships with customers. The need to integrate advertising with following relationship-building contacts with customers is emphasized |
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