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The buyer problem foundation of industrial advertising
Problems prompt the buyer to seek solutions. The buyer's search effort is activated by problems: he sees messages which are before him when he has problems; he attends most to those messages which promise him useful information — information that will help him do a better job; and he is most li...
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| Published in: | Industrial marketing management 1976-06, Vol.5 (2), p.163-167 |
|---|---|
| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Subjects: | |
| Citations: | Items that cite this one |
| Online Access: | Get full text |
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| cited_by | cdi_FETCH-LOGICAL-c359t-2484303a6845973ef519776d84b82e70ab445ea199640b2cc03ffa7fd6d954943 |
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| cites | |
| container_end_page | 167 |
| container_issue | 2 |
| container_start_page | 163 |
| container_title | Industrial marketing management |
| container_volume | 5 |
| creator | Brown, Herbert E. Brucker, Roger W. |
| description | Problems prompt the buyer to seek solutions. The buyer's search effort is activated by problems: he sees messages which are before him when he has problems; he attends most to those messages which promise him useful information — information that will help him do a better job; and he is most likely to respond to ad messages which address the source of pressures which are the cause of his problems. Thus, ads constructed with the problem, not creativity, at the forefront should generate more opportunities to quote, or stated another way, more opportunities to be “cut in on the deal.” |
| doi_str_mv | 10.1016/0019-8501(76)90039-0 |
| format | article |
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| fulltext | fulltext |
| identifier | ISSN: 0019-8501 |
| ispartof | Industrial marketing management, 1976-06, Vol.5 (2), p.163-167 |
| issn | 0019-8501 1873-2062 |
| language | eng |
| recordid | cdi_proquest_journals_204585004 |
| source | International Bibliography of the Social Sciences (IBSS); Backfile Package - Business, Management and Accounting (Legacy) [YBT] |
| subjects | Advertising Industrial Problem solving |
| title | The buyer problem foundation of industrial advertising |
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