BUSINESS-TO-BUSINESS ADVERTISING - WHAT ARE THE DIMENSIONS OF AN EFFECTIVE PRINT AD

被引：11

作者：

LOHTIA, R

JOHNSTON, WJ

AAB, L

机构：

[1] GEORGIA STATE UNIV,COLL BUSINESS ADM,DEPT MKT,ATLANTA,GA 30303

[2] KEIO UNIV,TOKYO 108,JAPAN

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1995年 / 24卷 / 05期

关键词：

D O I：

10.1016/0019-8501(95)00028-9

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study attempts to assist business-to-business marketers in creating more effective print ads. The criteria used by business marketers to evaluate print ads are examined in order to determine underlying dimensions to the criteria. Four dimensions are found: characteristics of the ad, viewers' feelings with respect to the ad, selling proposition, and company orientation. The study then links these dimensions to 34 specific ad content characteristics.

引用

页码：369 / 378

页数：10

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