An Attitudinal Framework for Advertising Strategy
Journal of MarketingPublished 1 April 1972
Harper W. Boyd, Michael L. Ray, Edward C. Strong
Citations30
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Is it realistic to consider advertising strategy in terms of more than just levels on a "hierarchy of effect?" The authors report that it is. They present a five-alternative framework for advertising strategy based on attitude research which relates product and brand perceptions to consumer preferences.
Keywords
Business, Management and Accounting