Abstract
A previously published communications model for advertising decisions can be further extended by recognizing that its application should be varied according to the level of audience familiarity with message content. The proposed model suggests an approach to advertising decisions which includes considerations of relationships between selected characteristics of the audience message, media, and supplier.
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© 2015 Academy of Marketing Science
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Maile, C.A., Kizilbash, A.H. (2015). Communications Effectiveness: A Matter of Methodology. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_165
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DOI: https://doi.org/10.1007/978-3-319-16937-8_165
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16936-1
Online ISBN: 978-3-319-16937-8
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