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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.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: May 1, 1991
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