Measuring the effectiveness of retail window display as an element of the marketing mix

Article Abstract:

Retail window display can be an effective advertising technique when executed properly. A pilot study conducted by Boots The Chemists Ltd and the Nottingham Business School reveals that when the consumer behavior theory is applied in formulating window display design, gross profits increase. The technique also proves to be cost-effective, considering the vast investment returns that it generates vis-a-vis the design costs it entails.

Research, Analysis, Consumer behavior, Displays (Marketing)

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A cross-cultural assessment of the advertising agency selection process: an empirical test in Korea and New Zealand

Article Abstract:

Generalizations of the findings of empirical studies on advertising agency selection processes based in New Zealand and Korea are presented. Particular attention is given to the structure and size of the selection teams. Power relations between marketing managers and advertising directors are examined.

Advertising agencies, New Zealand, Public relations, Strategic aspects, Korea

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