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Title: CONSUMER MAGAZINES--AN EFFICIENT MEDIUM FOR REACHING ORGANIZATIONAL BUYERS.
Authors: Bearden, William O.; Teel, Jesse E.; Durand, Richard M.; Williams, Robert H.
Abstract: Network television and consumer magazines were compared with trade publications for cost efficiency in delivering individuals who influence organizational purchase decisions of $1,000 or more. Consumer magazines were found to deliver the total organizational buyer segment and various subsegments classified by industry and product category of the purchase more efficiently than the trade magazines.
Subjects: TRADE publications; TELEVISION; COST effectiveness; PERIODICALS; CONSUMERS; PURCHASING agents; PURCHASING; BUSINESS writing; MASS media audiences; DECISION making; ECONOMICS
Publication: Journal of Advertising, 1979, Vol 8, Issue 2, p8
ISSN: 0091-3367
Publication type: Academic Journal
DOI: 10.1080/00913367.1979.10717970

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CONSUMER MAGAZINES--AN EFFICIENT MEDIUM FOR REACHING ORGANIZATIONAL BUYERS.