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 |
| id |
sg-smu-ink.lkcsb_research-3923 |
|---|---|
| record_format |
dspace |
| spelling |
sg-smu-ink.lkcsb_research-39232010-10-18T02:36:04Z SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising CHANG, Dae Ryun Hahn, Minhi Kim, Ik-Tae 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. 1994-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2924 info:doi/10.1300/J057v02n02_03 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Advertising and Promotion Management Sales and Merchandising |
| institution |
Singapore Management University |
| building |
SMU Libraries |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
SMU Libraries |
| collection |
InK@SMU |
| language |
English |
| topic |
Advertising and Promotion Management Sales and Merchandising |
| spellingShingle |
Advertising and Promotion Management Sales and Merchandising CHANG, Dae Ryun Hahn, Minhi Kim, Ik-Tae SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising |
| description |
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. |
| format |
text |
| author |
CHANG, Dae Ryun Hahn, Minhi Kim, Ik-Tae |
| author_facet |
CHANG, Dae Ryun Hahn, Minhi Kim, Ik-Tae |
| author_sort |
CHANG, Dae Ryun |
| title |
SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising |
| title_short |
SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising |
| title_full |
SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising |
| title_fullStr |
SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising |
| title_full_unstemmed |
SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising |
| title_sort |
spad: a contingency framework for formulating sales promotion and advertising |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
1994 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/2924 |
| _version_ |
1770570611555303424 |