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RETAIL COMPARATIVE PRICE PRACTICES IN NEWSPAPER ADVERTISING

RETAIL COMPARATIVE PRICE PRACTICES IN NEWSPAPER ADVERTISING Are retail advertisers using pricefeaturing tactics effectivelyAfter a review of past findings on the effectiveness of comparativeprice formats, this study conducted a content analysis of retailnewspaper advertising. The study revealed that advertisements forservice retailers and service products consistently used the leasteffective approaches. Nearly half of all the clothing and departmentstore advertising examined used less effective tactics. Other retailersand retail items tended to use the more effective approaches. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

RETAIL COMPARATIVE PRICE PRACTICES IN NEWSPAPER ADVERTISING

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-0552
DOI
10.1108/EUM0000000002947
Publisher site
See Article on Publisher Site

Abstract

Are retail advertisers using pricefeaturing tactics effectivelyAfter a review of past findings on the effectiveness of comparativeprice formats, this study conducted a content analysis of retailnewspaper advertising. The study revealed that advertisements forservice retailers and service products consistently used the leasteffective approaches. Nearly half of all the clothing and departmentstore advertising examined used less effective tactics. Other retailersand retail items tended to use the more effective approaches.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: May 1, 1991

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