..., such as the sample of ads, the dependent variable and the comparability of the methods used to predict effectiveness, in terms of how relevant these are to real-world advertising testing. Findings – The sample of ads and the testing procedure may have contributed to the success of the PPI predictions over...

...Arch G. Woodside Purpose – This paper aims to present a commentary on the Armstrong et al. (2015) proposals to use checklists of Armstrong’s “advertising principles” to predict the effectiveness of alternative advertising executions and their tests of validity using paired ads with day...

...Udo R. Gottlieb; Mark R. Brown; Judy Drennan Purpose The purpose of this paper is to develop and test an integrative services framework to investigate the role of perceived trade show effectiveness on overall trade show service outcome, conceptualised as the intention to purchase a related product...

...Salvador del Barrio‐García; Teodoro Luque‐Martínez In order to analyse consumer response to differing levels of comparative advertising, we have designed a causal model that includes various measurements of advertising effectiveness (cognitive, affective and connative), along with some of the main...

...Sergio Román; Salvador Ruiz; José Luis Munuera This study examines the effects of sales training on sales force performance and customer orientation in the context of small and medium‐sized companies (SMEs). The results give empirical evidence of the importance of sales training investment...

.... © MCB UP Limited 2002 Segmentation Football Marketing Effectiveness Segmentation has been described as: The subdividing of a market into distinct subsets of customers, where any subset may be selected as a target market to be reached with a distinct marketing mix (Kotler...

...Alan J. Dubinsky; Rajiv Mehta; Rolph E. Anderson States that little empirical work is available as a guide in the design and implementation of sales manager training programs. Examines the relationship between trainee satisfaction with sales manager training (a measure for training effectiveness...

...David Shipley; Krzysztof Fonfara Suggests that, although Poland has made much progress towards becoming a market‐led economy, powerful environmental developments are now confronting Polish firms and these have elevated the necessity for effective marketing strategy and organization. Provides...

...Markku V.T. Sääksjärvi; Jari M. Talvinen In marketing literature the popular and commonly used concept of marketing information systems (MkIS) seems to be based on an assumption that, in order to improve the effectiveness of marketing, the MkIS must be the integrated totality of its major...

... constituent groups and develop individual strategies for responding to those needs. A paradigm for that analysis is proposed in this article. © MCB UP Limited 1990 Non‐profit organizations Marketing strategy Effectiveness Marketing ...

...David Shipley; David Cook; Eileen Barnett Shrewd channel leadership is required to maximise the benefits and to minimise the many potential problems of exporting through independent overseas distributors. Exporters need to apply effective programmes for distributor recruitment, motivation, support...

... where Britain could improve both its image and reputation. © MCB UP Limited 1985 Buyer‐seller relationships Effectiveness Export Marketing United Kingdom 39 The Image and Reputation of British Suppliers in Western Europe* by P. W. Turnbull UMIST, UK All companies, whether operating...

...Francis Buttle Gives a definition of merchandising explaining how and why it works effectively. Discusses its power and cost‐effectiveness as a means of ensuring a final pre‐purchase exposure of consumers to persuasive or informative material. Investigates five merchandising techniques...

... ensures the effective provision of services to the consumer within a context of accountability, control, responsiveness and redress of grievance. Structure The 1971 White Paper, "Local Government in England", recognised the ever competing claims of efficiency, which demanded larger units of organisation...

... the available general theories the time and cost of developing effective techniques may be reduced. © MCB UP Limited 1974 Services marketing Consumer behaviour Marketing strategy Effectiveness | 137 The Marketing of Services: An Approach by K. J. Blois Definitions One of the difficulties...

... of the effectiveness of marketing the rental TV market and the maintenance of customer loyalty. © MCB UP Limited 1971 Marketing Television Rent Effectiveness Consumer behaviour Customer loyalty The marketing mix and buyer behaviour in the television rental market by F. Livesey University...

... and professionalism although their image at a personal level is satisfactory. © MCB UP Limited 1971 Advertising agencies Ireland Advertising Effectiveness Marketing Irish advertising agencies as seen by their clients by John A. Murray Department of Business Administration University College, Dublin...

... salespersonnel, showing some limitations of the tests in question and revealing their effectiveness. © MCB UP Limited 1968 Salesforce Selection Personality tests Testing Interviewing Effectiveness The use of tests in the selection of salesmen by E. A. Johns, Slough College of Technology...

..., expository and closing, and reveals that different selling situations involve different proportions of these skills. Discusses the need for social skill training. © MCB UP Limited 1968 Salesforce Personality tests Effectiveness Measurement The successful salesman: a personality analysis by G...