We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
READERSHIP OF FOOD-STORE ADVERTISING.
- Authors
Oakes, Ralph H.
- Abstract
The article reports on the readership of grocery store advertising media. The author focuses on the results of a study focusing on the impact grocery story advertising has on the buying behavior of housewives living in the Midwestern U.S. The results of the study indicate that around three-fourths of the housewives read food-store advertisements in newspapers on a regular basis. The influence of direct mail advertisements on buying behavior is also examined. Applications for marketing personal working in the area of food marketing are discussed.
- Subjects
MIDWEST (U.S.); UNITED States; FOOD industry marketing; GROCERY industry; HOUSEWIVES as consumers; CONSUMER behavior; READERSHIP surveys; ADVERTISING; MARKETING strategy; PROFIT Impact of Market Strategy; DIRECT mail advertising; NEWSPAPER circulation; MARKETING
- Publication
Journal of Marketing, 1951, Vol 16, Issue 1, p66
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1247440