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- Title
IPSO in Industrial Advertising.
- Authors
Kohlman, C. W.
- Abstract
Most industrial advertising has been strongly influenced by the "A. I. D. A. theory"--attention, interest, desire, action. But there is more to selling through print than issuing a number of advertisements, no matter how effective each may be in its own, right. Customers have many attitudes and buy for many reasons, to which all the advertising of a company contributes. The author presents his "I. P. S. O."--identity, preference, service, order--proposal for industrial advertising as probably far more effective than "A. I. D. A."
- Subjects
INDUSTRIAL advertising; INDUSTRIAL marketing; SUPPLIERS; BUSINESS-to-business transactions; INDUSTRIAL procurement; ADVERTISING copy; CORPORATE image; SALES personnel; CUSTOMER relationship management; COMMUNICATION in marketing; COMMERCIAL speech; ADVERTISING management; HUMAN services
- Publication
Journal of Marketing, 1960, Vol 24, Issue 3, p55
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248708