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| Author: | Lothia, R. Johnston, W. Aab, L. |
| Title: | Business-to-business advertising: what are the dimensions of an effective print ad? |
| Journal: | Industrial Marketing Management
1995 : OCT, VOL. 24:5, p. 369-378 |
| Index terms: | ADVERTISING EFFECTIVENESS MANAGEMENT |
| Language: | eng |
| Abstract: | This study attempts to assist business-to-business marketers in creating more effective print ads. The criteria used by business marketers to evaluate print ads are examined in order to determine underlying dimensions to the criteria. Four dimensions are found: characteristics of the ad, viewers' feelings with respect to the ad, selling proposition, and company orientation. The study then links these dimensions to 34 specific ad content characteristics. |
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