What to say when: Advertising appeals in evolving markets.

Autor:	Chandy, Rajesh K., Tellis, Gerard J., MacInnis, Debbie, Thaivanich, Pattana
Předmět:	ADVERTISING MARKETING research CONSUMER attitudes MARKETING strategy CONSUMER research
Zdroj:	Marketing News; 10/8/2001, Vol. 35 Issue 21, p22-22, 1/2p, 1 Black and White Photograph
Abstrakt:	The article focuses on a study by researchers Rajesh K. Chandy, Gerard J. Tellis, Deborah J. MacInnis and Pattana Thaivanich that appeared in the "Journal of Marketing Research." The study examines which advertising cues are most effective in driving consumers' actual behavior in new versus old markets. For a particular product or service, one market is said to be older than another if the product or service has been available and advertised longer in the first market than in the second. Wide variations in market age are especially common in products that involve rollouts over extended periods of time; extended rollouts are often necessary because building a local infrastructure to deliver the product or service in each market can be complex and expensive.
Databáze:	Complementary Index
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