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

Authors
LOHTIA R JOHNSTON WJ AAB L
Citation
R. Lohtia et al., BUSINESS-TO-BUSINESS ADVERTISING - WHAT ARE THE DIMENSIONS OF AN EFFECTIVE PRINT AD, Industrial marketing management, 24(5), 1995, pp. 369-378
Citations number
30
Categorie Soggetti
Management,Business
Journal title
Industrial marketing management → ACNP
ISSN journal
00198501
Volume
24
Issue
5
Year of publication
1995
Pages
369 - 378
Database
ISI
SICI code
0019-8501(1995)24:5<369:BA-WAT>2.0.ZU;2-A
Abstract
This study attempts to assist business-to-business marketers in creati ng more effective print ads. The criteria used by business marketers t o evaluate print ads are examined in order to determine underlying dim ensions 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.