The Relative Importance of Various Promotional Elements in Different Industrial Purchase Situations

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Bibliographic Details
Authors and Corporations: Jackson,, Donald W., Keith, Janet E., Burdick, Richard K.
In: Journal of Advertising, 16, 1987, 4, p. 25-33
published:
Board of Directors, American Academy of Advertising
Media Type: Article, E-Article

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further information
Physical Description: 25-33
ISSN: 0091-3367
1557-7805
published in: Journal of Advertising
Language: English
Collection: sid-55-col-jstorbusiness
sid-55-col-jstoras6
sid-55-col-jstorbusiness2archive
JSTOR Business & Economics
JSTOR Arts & Sciences VI Archive
JSTOR Business II Archive
Table of Contents

<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>