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Manufacturing companies try to become ″special″ by using speciality advertising

Ernest F. Cooke ((Ph.D., Case Western Reserve) Professor of Marketing in the Sellinger School of Business and Management at Loyola College, in Maryland.)
Louise W. Smith ((Ph.D., University of Maryland) Assistant Professor of Marketing in the School of Business and Economics at Towson State University in Maryland.)
Doris C. Van Doren ((Ph.D., University of Maryland) Associate Professor of Marketing in the Sellinger School of Business and Management at Loyola College, in Maryland.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 1989

133

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.

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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

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MCB UP Ltd

Copyright © 1989, MCB UP Limited

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