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Product comprehension and promotional strategies

Graeff, Timothy R. - In: Journal of Consumer Marketing 12 (1995) 2, pp. 28-39

Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s...

Persistent link: https://www.econbiz.de/10014849119

Comparative advertising: citing or not the leading brand and its price

Dianoux, Christian; Herrmann, Jean‐Luc; Zeitoun, Helen - In: Journal of Consumer Marketing 30 (2013) 4, pp. 345-354

Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand … advertising in existing literature, little research has been devoted to the potential alternative of replacing a “brand X … information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure …

Persistent link: https://www.econbiz.de/10014849852

Strategies for environmental advertising

Davis, Joel J. - In: Journal of Consumer Marketing 10 (1993) 2, pp. 19-36

Considers reasons why consumer response has, at best, been mixed with regard to “Green” marketing. Proposes reasons why … guidelines for the development of three components of environmental product advertising: the specificity of the environmental …

Persistent link: https://www.econbiz.de/10014849082

Marketing with Music

Tom, Gail - In: Journal of Consumer Marketing 7 (1990) 2, pp. 49-53

Discusses the use of hit music, parodies of hit music, and originally scored music for products advertised in television commercials. Examines the results of a study undertaken to determine the role of music as a memory factor. Summarizes that music created specifically for a product is a more...

Persistent link: https://www.econbiz.de/10014849477

The Bare Bones: Introduction to Integrated Marketing Communication

Blakeman, Robyn - In: Journal of Consumer Marketing 27 (2010) 6, pp. 566-566

Persistent link: https://www.econbiz.de/10014848843

Effective use of advertisements promoting sale prices

Fraccastero, Katherine; Burton, Scot; Biswas, Abhijit - In: Journal of Consumer Marketing 10 (1993) 1, pp. 61-70

Draws from various theoretical bases and empirical research to offer managerial recommendations concerning the communication of sale price information in advertisements. Addresses the manner in which the manipulation of price cues, semantic cues and product cues in an advertisement can...

Persistent link: https://www.econbiz.de/10014849079

In‐store trade promotions ‐ profit or loss?

Lucas, Anthony - In: Journal of Consumer Marketing 13 (1996) 2, pp. 48-50

sales volumes. Discusses managers’ concentration on promotion at the expense of product innovation and brand franchise …Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base …

Persistent link: https://www.econbiz.de/10014849142

Setting Promotional Goals: A Communications′ Relationship Model

Jones, David B. - In: Journal of Consumer Marketing 11 (1994) 1, pp. 38-49

into short, mid‐ and long‐range goals and helps present advertising and related promotional tools as an ongoing process …. Its focus is primarily on how advertising and related communications engineer situations and the importance of gearing … advertising stakeholders such as advertising designers, sellers and managers, as well as end users. …

Persistent link: https://www.econbiz.de/10014849097

Is the athlete’s sport important when picking an athlete to endorse a nonsport product?

Martin, James H. - In: Journal of Consumer Marketing 13 (1996) 6, pp. 28-43

Businesses will spend millions of dollars associating their products with athletes through product endorsements. Finding the “best” athlete to make the endorsement is a crucial decision. Several theoretical perspectives suggest that the sport from which the athlete comes may be an important...

Persistent link: https://www.econbiz.de/10014849161

The New MaxiMarketing

John, Joby - In: Journal of Consumer Marketing 17 (2000) 7, pp. 627-637

Persistent link: https://www.econbiz.de/10014849588

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