Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

MARKETING WARFARE

MARKETING WARFARE Advertising has become a strategic weapon rather than a tactical one. Advertisers no longer run ads to sell products, they run ads to establish a position. Advertising is too expensive to justify on the basis of today's results. A oneminute commercial on the 1987 Super Bowl costs you more than a million dollars. Yesterday, readership was the key measure of an ad's effectiveness. Today, most advertisers pay little attention to readership reports and coupon contents. They want to know what position they occupy in the minds of the prospects. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/marketing-warfare-lkH0gTFRbQ

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/eb008182
Publisher site
See Article on Publisher Site

Abstract

Advertising has become a strategic weapon rather than a tactical one. Advertisers no longer run ads to sell products, they run ads to establish a position. Advertising is too expensive to justify on the basis of today's results. A oneminute commercial on the 1987 Super Bowl costs you more than a million dollars. Yesterday, readership was the key measure of an ad's effectiveness. Today, most advertisers pay little attention to readership reports and coupon contents. They want to know what position they occupy in the minds of the prospects.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 1986

There are no references for this article.