| Tekijä: | Woodside, A. |
| Otsikko: | Modeling linkage-advertising: Going beyond better media comparisons |
| Lehti: | Journal of Advertising Research
1994 : JUL/AUG, VOL. 34:4, p. 22-31 |
| Asiasana: | ADVERTISING MEDIA DATA BASES |
| Kieli: | eng |
| Tiivistelmä: | 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 |
SCIMA