Advertising Objectives of Industrial Marketers
International Journal of Advertising, ISSN: 1759-3948, Vol: 6, Issue: 2, Page: 121-131
1987
- 2Citations
- 8Usage
- 5Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Metrics Details
- Citations2
- Citation Indexes2
- CrossRef2
- Usage8
- Abstract Views8
- Captures5
- Readers5
Article Description
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.
Bibliographic Details
http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=84948867822&origin=inward; http://dx.doi.org/10.1080/02650487.1987.11107009; https://www.tandfonline.com/doi/full/10.1080/02650487.1987.11107009; https://www.tandfonline.com/doi/pdf/10.1080/02650487.1987.11107009; https://nsuworks.nova.edu/hcbe_facarticles/948; https://nsuworks.nova.edu/cgi/viewcontent.cgi?article=1966&context=hcbe_facarticles
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