Draws on a study conducted in a grocery chain with over 50 stores, located in the western USA. Simulates selection of a grocery item, for a chain store advertisement, using a logical flow chart model of the decision and then conditions favouring successful simulations are discussed. States research is based on two sets of data, published ads and transcripts of interviews with chain executives. Gives examples of grocery ads and discusses them further. Summarises that the attempt to simulate selection of a single grocery item for a weekly chain ad produced a simple model and its simplicity probably stems from several causes.
European Journal of Marketing – Emerald Publishing
Published: Feb 1, 1970
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