An Analysis of Need-Appeals in Television Advertising
Article Abstract:
Advertisers believe that consumer satisfaction is derived from needs' satisfaction. Advertisers therefore appeal to consumer need. An analysis of advertisements was conducted to examine need-appeal advertising. All the television advertisements appealed to more than one need. A large number of need-appeals in a television ad might go unnoticed. The most common combination of need-appeals was affiliation and sentience.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1984
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A profile of browsers in regional shopping malls
Article Abstract:
Although undefined and ambiguous, the term "browsing" enjoys widespread usage among retailers. In this study, the concept is explored in terms of several different shopping behaviors. It is further demonstrated that these behaviors are associated with a variety of descriptive and attitudinal differences among retail mall patrons. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1987
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