SPAD: A Contingency Framework for Integrating Sales Promotion and Advertising

In this paper, the authors present a contingency frame- work called SPAD which recommends the internation of sales promotion and advertising to achieve various com$ementary com- munication objectives. They review the differential and interactive effects of the two communication types which enable them to formu- late a classification of situations whereby the proper SPAD strategy can be determined.
Publisher
Best Business Books
Issue Date
1994
Language
ENG
Citation

JOURNAL OF PROMOTION MANAGEMENT, v.2, no.2, pp.45 - 57

ISSN
1049-6491
URI
http://hdl.handle.net/10203/63333
Appears in Collection
MT-Journal Papers(저널논문)
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