The Role of Advertising in the Adoption of Industrial Goods: A Look at the Raw Materials Industry

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Abstract
Although there is comparatively little money spent annually on industrial advertising, several studies have indicated its effectiveness and efficiency during the early stages of the industrial adoption process. This paper examines the comparative effectiveness of five promotional tools in the marketing of an undifferentiated industrial good. Within the cognitive—affective—conative adoption framework, this paper analyzes the role of both personal and non-personal media in the marketing communications process. The results of the study have application for both industrial advertising practitioners and communications researchers.

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