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...

Ausführliche Beschreibung

Bibliographische Detailangaben

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
Online-Zugang:	Volltext
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