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Advertising Objectives of Industrial Marketers

By Russell Abratt

Abstract

This paper deals with the advertising objectives of industrial marketers. It stresses the importance of advertising in industrial companies, despite its smaller role in the communication mix compared with personal selling. The main aim of this article is to present the findings of a study of advertising objectives in 88 industrialcompanies. More specifically, it reports on the use by the sample of the DAGMAR approach and the hierarchy-of-effects model. In addition, the relative importance of 48 different advertising objectives is presented. The results show that industrialcompanies do use advertising for a number of reasons and that advertising plays a vital part in the communications mix

Topics: Business
Publisher: NSUWorks
Year: 1987
OAI identifier: oai:nsuworks.nova.edu:hcbe_facarticles-1966
Provided by: NSU Works
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