Advertising Objectives of Industrial Marketers
International Journal of Advertising
ISSN or ISBN
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.
Abratt, Russell, "Advertising Objectives of Industrial Marketers" (1987). HCBE Faculty Articles. 948.