The Effectiveness Challenge in Issue Advertising Campaigns
- 1 December 1983
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 12 (4) , 27-35
- https://doi.org/10.1080/00913367.1983.10672860
Abstract
Issue advertising usage will increase in the 1980s. But questionable effectiveness of this form of communication challenges business management to improve basic positioning strategies, achieve a better working relationship with advertising planners and executors, invest in better research efforts, and target interest groups more carefully.Keywords
This publication has 1 reference indexed in Scilit:
- Business and the News MediaCalifornia Management Review, 1977