Advertising Objectives of Industrial Marketers

Author(s)

Russell Abratt, Nova Southeastern UniversityFollow

Document Type

Article

Publication Title

International Journal of Advertising

ISSN

1759-3948

Publication Date

1987

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

https://doi.org/10.1080/02650487.1987.11107009

Volume

6

Issue

2

First Page

121

Last Page

131

NSUWorks Citation

Abratt, Russell, "Advertising Objectives of Industrial Marketers" (1987). HCBE Faculty Articles. 948.
https://nsuworks.nova.edu/hcbe_facarticles/948