Misplaced marketing The real reason for the real bad advertising

Journal of Consumer Marketing - Tập 19 Số 4 - Trang 299-301 - 2002
Herbert JackRotfeld1
1Professor of Marketing, Auburn University, Alabama, USA

Tóm tắt

Focuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end customers, and what they need to see and hear.

Từ khóa


Tài liệu tham khảo

Garfield, R. (1999), “TD Waterhouse makes trade with celebs”, Advertising Age, Vol. 70, November 29, p. 79.

Kover, A.J., James, W.L. and Sonner, B.S. (1997), “To whom do advertising creatives write? An inferential answer”, Journal of Advertising Research, Vol. 37, January/February, pp. 41‐53.

Moriarty, S.E. (1996), “Effectiveness, objectives, and the EFFIE Awards”, Journal of Advertising Research, Vol. 36, July/August, pp. 54‐63.

Ogilvy, D. (1963), Confessions of an Advertising Man, Ballantine Books, New York, NY.

Thông tin
Thông tin xuất bản

Journal of Consumer Marketing

Tập 19 Số 4

299-301

Thông tin tác giả