HCBE Faculty Articles
Title
Advertising Objectives of Industrial Marketers
Document Type
Article
Publication Date
1987
Publication Title
International Journal of Advertising
ISSN or ISBN
1759-3948
Volume
6
Issue/Number
2
First Page
121
Last Page
131
Abstract/Excerpt
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.
DOI
10.1080/02650487.1987.11107009
NSUWorks Citation
Abratt, Russell, "Advertising Objectives of Industrial Marketers" (1987). HCBE Faculty Articles. 948.
https://nsuworks.nova.edu/hcbe_facarticles/948
