| Authors and Corporations: | |
|---|---|
| In: | Journal of Marketing, 39, 1975, 1, p. 75-78 |
| published: |
American Marketing Association
|
| Media Type: | Article, E-Article |
| Physical Description: | 75-78 |
|---|---|
| ISSN: |
0022-2429
|
| published in: | Journal of Marketing |
| Language: | English |
| Subjects: | |
| Collection: | sid-55-col-jstorbusiness sid-55-col-jstoras7 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VII Archive JSTOR Business II Archive |
<p>Historically, sales presentations with major company input in the form of audiovisuals and the like have been viewed as less persuasive than those formulated by the salesman himself. This study was designed to measure the ability of these two techniques to generate product comprehension, conviction, and buying plans. The findings reveal new potential for canned presentations.</p> |