haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Winters, L. C. |
| Otsikko: | Does it pay to advertise to hostile audiences with corporate advertising? |
| Lehti: | Journal of Advertising Research
1988 : JUN-JUL, VOL. 28:3, p. 11-18 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | When in the mid 1970s, Chevron had launched a corporate advertising campaign it was doubted whether advertising to hostile audiences could be useful.The answer turned out to be "YES". In the late 1980s, Chevron is focusing attention on a subsegment of the population who continues to be hostile toward Chevron -VALS "Innerdirecteds" in California.The efforts to communicate with this group has again proved that advertising to hostile audiences pays in belief and attitude change, and it pays in brandpurchasing behaviour as well. |
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