Below-the-line and other communications: Brochures, ...

 

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the ...

This piece describes how an electronic comment card enables restaurant goers to pass on their comments and ratings anonymously and eliminates the possibility of staff intercepting and binning critical ...

Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our findings suggest that advertisers nee ...

The marketing director of Marks & Spencer analyses what went wrong with the company, and describes the sophisticated measures being employed to recover. The three key principles are: understanding the ...

An investigation of how public relations (PR) works by influencing opinion leaders and opinion formers. The model proposed is 'multi-step flows of communication': it is studied in the motor market, wh ...

This paper outlines, and discusses the research implications, of a new print ad sales brochure published in May 1999 and sponsored by publisher associations and publishers from many different countrie ...

This paper outlines, and discusses the research implications, of a new print ad sales effectiveness brochure published in May 1999 and sponsored by publisher associations and publishers from many diff ...

Discusses how qualitative research can be helpful in the design of holiday brochures, and some reasons why it may be more appropriate than quantitative research in this field. Illustrated by a case hi ...

Remote purchase becomes increasingly important with the growth of catalog sales and e-commerce. The process is two-staged – a decision to order, and a subsequent decision to keep or return the goods. ...

Though consistency of approach in a marketing strategy may be desirable, manufacturers and retailers may often have different priorities when it comes to product presentation. Using data from 251 wome ...

A series of studies on exploratory consumer search routines rather than goal-directed search processes. Three studies using page placement competition on sample leaflets were used and the eye movement ...

Using six studies grouped in pairs, the authors of this article researched the effects of separate and joint consumer evaluation of products. Their findings showed that where the key options were attr ...

This paper discusses the house list of catalogue companies ie the list of customers for direct marketing. This is expensive because response rates of names from rental lists is known to be low. Name ...

The author proposes that companies should treat customers as partners when they make decisions about marketing communications ie give as much and as truthful information as possible. The proposal is ...

The authors propose a model of response pattern to a direct marketing campaign. A heterogeneous model is proposed to explain mail order catalogue response patterns. This model and 4 competing models ...

In this article the author questions whether or not market gain shares for certain retail types in the US can be partially explained by consumers' perceptions of value. Quality/price differentials ac ...

The paper begins with a discussion of holidays as products and points out they are intangibles. Tour brochures are particularly important in this market. Market research can help maximise holiday br ...