haku: @author Stevenson, T. H. / yhteensä: 9
viite: 3 / 9
| Tekijä: | Stevenson, T. H. Swayne, L. E. |
| Otsikko: | The use of comparative advertising in business to business direct mail (Direktwerbung) |
| Lehti: | Industrial Marketing Management
1995 : JAN, VOL. 24:1, p. 53-59 |
| Asiasana: | |
| Vapaa asiasana: | INDUSTRIEBETRIEBE, WERBEFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | This study examined hundreds of pieces of business to business direct mail advertising to determine the frequency of use and the nature of comparative advertising employed in business to business direct mail. The results indicate that the incidence of use of comparisons in business to business direct mail is less frequent than that found in other business periodicals. Moreover, the nature of direct mail business to business comparison is different in several other respects from those seen in the business print media. |
SCIMA