Measuring linkage-advertising effects on customer ...
|Title||Measuring linkage-advertising effects on customer behaviour and net revenue: using quasi-experiments of advertising treatments with novice and experienced product-service users|
|Author(s)||Arch G. Woodside, Randolph J.,III Trappey, Roberta M. MacDonald|
|Journal||Canadian Journal of Administrative Sciences|
|Abstract||Linkage-advertising is the literature and related materials given to customers who respond to advertisers' offers of these materials. Most print and much broadcast advertising in the US and Canada includes direct-response linkage-advertising offers. However, the impact of linkage-advertising on customers' cognitions, affections, purchases, and consumption behaviors is now well known. A destination-marketing tourism strategy, its research method and results are described. This approach can be applied easily to other industry settings. A quasi-experimental design was used on data from a field study to test the central hypotheses of linkage-advertising effects. The results from the study are used to estimate the net return on investment of the total linkage-advertising marketing program.|
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