Manufacturing companies try to become ″special″ by using speciality advertising
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 February 1989
Abstract
Defines the nature and use of specialty advertising. Looks at the perceived value of specialty advertising to industrial company marketers and shows the trends as determined by a nation‐wide (US) survey in actual use in specific categories of sales promotion media. Concludes that manufacturers should actively seek ′the right item′ for each of its target markets.
Keywords
Citation
Cooke, E.F., Smith, L.W. and Van Doren, D.C. (1989), "Manufacturing companies try to become ″special″ by using speciality advertising", Journal of Business & Industrial Marketing, Vol. 4 No. 2, pp. 43-48. https://doi.org/10.1108/EUM0000000002730
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited