Manufacturing companies try to become special by usingspeciality advertising

Defines the nature and use of specialty advertising. Looks at the perceived value of specialty advertising to industrial company marketers and shows the trends as determined by a nationwide US survey in actual use in specific categories of sales promotion media. Concludes that manufacturers should a...

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Bibliographic Details
Published in:The Journal of business & industrial marketing 1989-02, Vol.4 (2), p.43-48
Main Authors: Cooke, Ernest F., Smith, Louise W., Van Doren, Doris C.
Format: Article
Language:English
Subjects:
Advertising
Manufacturing industry
Marketing
Online Access:Get full text
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Summary:Defines the nature and use of specialty advertising. Looks at the perceived value of specialty advertising to industrial company marketers and shows the trends as determined by a nationwide US survey in actual use in specific categories of sales promotion media. Concludes that manufacturers should actively seek the right item for each of its target markets.
ISSN:0885-8624
DOI:10.1108/EUM0000000002730