The Advertising-Sales Promotion Trade-Off: Theory and PracticeJan 1, 1992 George S. Low and Jakki J. Mohr, 1992, 92-127
Describes the budget allocation process (concerning advertising and consumer and trade promotion) based on interviews with 21 managers at consumer products companies.
Marketing Communications, Procedural Learning, and Consumer Decision MakingJan 1, 1992 Amna Kirmani and Peter Wright, 1992, 92-119
Applies conceptual framework to the problem of creating advertising that influences consumers to consider a particular decision-making criterion.
Beyond Advertising and Publicity: The Domain of Hybrid MessagesJan 1, 1991 Siva K. Balasubramanian, 1991, 91-131
Identifies genre of marketing communication, or 'hybrid messages,' that provide the product sponsor with benefits beyond those of conventional advertising.
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service MarketsJan 1, 1990 Siva K. Balasubramanian and V. Kumar, 1990, 90-109
Explains variation in advertising and promotional expenditures-to-sales ratios, or marketing communications intensity (MCI), across three markets; presents empirical study to identify the key correlates of MCI in 30 industries.
The Use of Developmental and Evaluative Market ResearchJan 1, 1989 Gerald Zaltman, 1989, 89-107
Makes recommendations on how firms might use research resources (budgetary and personnel) more effectively.
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