Advertising-Selling Interactions: An Attribution Theory Experiment
Open Access
- 1 November 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (4) , 509-516
- https://doi.org/10.1177/002224377701400408
Abstract
Two common assumptions about advertising-selling interactions are challenged by a field experiment. The generality of “advertising paves the way for selling” is questioned by results showing selling-before-advertising to be more effective than advertising-before-selling. “Salesmen are born not made” is questioned because the easily learned “labeling” technique markedly increased selling effectiveness and its interaction with advertising.Keywords
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