haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Moran, W. |
| Otsikko: | Brand Presence and the Perceptual Frame |
| Lehti: | Journal of Advertising Research
1990 : OCT/NOV, VOL. 30, p.9-16 |
| Asiasana: | MARKETING SALES PROMOTION ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | There are two basic forces which can produce changes on sales. These are change in perceived value and change in presence. To allocate marketing resources optimally across the spectrum of marketing communications instruments , it should be quantified how much each one can contribute to each of the two perceived value processes- perceived utilities and perceived price- and to each of the two presence processes- physical and mental. |
SCIMA