We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
Measuring Industrial Advertising.
- Authors
Kolliner Jr., Sim A.
- Abstract
The article focuses on the measurement of industrial advertising. The theories presented in the book "Defining Advertising Goals For Measured Advertising Results," by Russell H. Colley are outlined and discussed as they relate to industrial advertising. The benefits of organizational goals in industrial advertising are examined, and several exemplary cases involving U. S. Steel, General Electric Co. and 3M Company are presented. The implications of stated advertising goals and measurements on advertising and selling costs are also discussed.
- Subjects
UNITED States; INDUSTRIAL advertising; DEFINING Advertising Goals for Measured Advertising Results (Book); COLLEY, Russell H.; INDUSTRIAL publicity; TARGET marketing; MARKETING research; MARKETING strategy; ADVERTISING campaigns; 3M Co.; GENERAL Electric Co.; UNITED States Steel Corp.
- Publication
Journal of Marketing, 1965, Vol 29, Issue 4, p51
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249702