| Beteiligte: | , , |
|---|---|
| In: | Journal of Advertising, 16, 1987, 4, S. 25-33 |
| veröffentlicht: |
Board of Directors, American Academy of Advertising
|
| Medientyp: | Artikel, E-Artikel |
| Umfang: | 25-33 |
|---|---|
| ISSN: |
0091-3367
1557-7805 |
| veröffentlicht in: | Journal of Advertising |
| Sprache: | Englisch |
| Kollektion: | sid-55-col-jstorbusiness sid-55-col-jstoras6 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VI Archive JSTOR Business II Archive |
<p>The relative importance of various promotional elements such as personal selling, trade shows, sales promotions, direct mail, technical literature and trade advertising is examined across five different product types and three different buyclasses. A study of industrial purchasing agents indicated that the relative importance of the promotional elements varied across products but not across buyclasses. Results are discussed and recommendations are made for viewing the importance of promotional elements.</p> |