How advertising message strategies are set

How advertising message strategies are set

This paper examines the advertising message strategy practices of business-to-business advertisers. An integrated message strategy framework was developed from several managerial models to provide a framework for analysis. Results from this study suggest that guidelines from managerial models for me...

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Veröffentlicht in:Industrial marketing management 1989-02, Vol.18 (1), p.19-26
Hauptverfasser: Glover, Donald R., Hartley, Steven W., Patti, Charles H.
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Advertising campaigns
Industrial advertising
Market strategy
Objectives
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Beschreibung
Zusammenfassung:This paper examines the advertising message strategy practices of business-to-business advertisers. An integrated message strategy framework was developed from several managerial models to provide a framework for analysis. Results from this study suggest that guidelines from managerial models for message strategy development are not often used to develop business-to-business advertising message strategies. In addition, suggestions for improving strategy decisions are provided.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(89)90017-5