SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising
In this paper, the authors present a contingency framework called SPAD which recommends the integration of sales promotion and advertising to achieve various complementary communication objectives. They review the differential and interactive effects of the two communication types which enable them...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1994
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2924 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |
| Summary: | In this paper, the authors present a contingency framework called SPAD which recommends the integration of sales promotion and advertising to achieve various complementary communication objectives. They review the differential and interactive effects of the two communication types which enable them to formulate a classification of situations whereby the proper SPAD strategy can be determined. |
|---|