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Keywords: Advertising effectiveness
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Journal Articles
Response of buying‐center participants to B2B product placements
Available to Purchase
Journal of Business & Industrial Marketing (2010) 25 (3): 188–195.
Published: 23 February 2010
... in the consumer‐marketing domain, examine the acceptability of the practice for buying‐center participants, and assess recall, attitude and purchase‐intention responses to B2B products placed in movie scenes. Business‐to‐business marketing Product positioning Purchasing Advertising effectiveness...
Journal Articles
Low attention advertising processing in B2B markets
Available to Purchase
Journal of Business & Industrial Marketing (2007) 22 (5): 342–348.
Published: 07 August 2007
... is large in such markets. The chosen case is the European plumbing and heating pump (PHP) market, a typical industrial market. Advertising Advertising effectiveness Organizational buying behaviour A general assumption in classic models of consumer behavior (e.g. Engel et al., 1970...
