Building Retail Store Sales Through Direct Response Advertising (original) (raw)

Journal of Euromarketing, 1992

Abstract

ABSTRACT This field study determines the reactions of male and female consumerse to director response advertising whose purpose is to attract them to retail stores. This study determines the impact of direct response advertising both on store traffic and in-store purchasing. In-store purchasing is investigated two ways: purchasing of items shown in the direct response advertising and the spill over sales that arise from in-store purchases of nonadvertised merchandise. Furthermore, this research ascertains whether or not it is necessary to use sale merchandise in the direct response advertising. Suggestions for further research are provided.

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