The Relative Importance of Various Promotional Elements in Different Industrial Purchase Situations
- 1 December 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 16 (4) , 25-33
- https://doi.org/10.1080/00913367.1987.10673092
Abstract
The relative importance of various promotional elements such as personal selling, trade shows, sales promotions, direct mail, technical literature and trade advertising is examined across five different product types and three different buyclasses. A study of industrial purchasing agents indicated that the relative importance of the promotional elements varied across products but not across buyclasses. Results are discussed and recommendations are made for viewing the importance of promotional elements.Keywords
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