search query: @author Bellenger, D. N. / total: 8
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| Author: | Korgaonkar, P. K. Bellenger, D. N. Smith, A. E. |
| Title: | Successful industrial advertising campaigns. |
| Journal: | Industrial Marketing Management
1986 : MAY, VOL. 15:2, p. 123-128 |
| Index terms: | INDUSTRIAL ADVERTISING |
| Language: | eng |
| Abstract: | Investigated is the correlation of seven hypothesized factors - product characteristics, influence of competition, resources of the advertiser, agency and client relationships during the campaign, market research efforts, message positioning and creativity, and media selection - to outcomes of industrial advertising campaigns. It is based on a survey of advertising agency executives and advertising executives of corporations. The results indicate that the correlates of successful industrial advertising campaigns vary according to the intended objectives of a campaign: awareness, attitude, and sales. |
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