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Keywords: Print advertising
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Journal Articles
Marketing to the American entrepreneur: Insights and trends from mass‐market print magazine advertising
Available to PurchaseAlan S. Abrahams, Eloise Coupey, Anuja Rajivadekar, Joshua Miller, Daniel C. Snyder, Samantha J. Hayden
Journal of Research in Marketing and Entrepreneurship (2012) 14 (1): 65–94.
Published: 06 July 2012
..., it is found that advertisement characteristics (placement, timing, repetition, contact channel, and competitor comparison) vary by competitiveness factor. Research limitations/implications This study is limited to print advertising to US entrepreneurs. The findings imply that small business...
