Effects of Message Variation and Communication Tools Choices on Consumer Response (Record no. 52358)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01651nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190806163947.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190806b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Hongcharu, Boonchai |
| 9 (RLIN) | 34056 |
| 245 ## - TITLE STATEMENT | |
| Title | Effects of Message Variation and Communication Tools Choices on Consumer Response |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 42–56 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | In the midst of budget constraints, marketers need to plan their choices of messages and communication tools appropriately and efficiently. As studies exploring both factors and their interactions are rare, this study uses the advertising, sales promotion and public relations messages of a retail outlet, to study the effects of two different types of message variation: cosmetic and substantive and three choices of communication tools on consumer response on the messages and on the brand. An experiment of 198 subjects under six conditions reveals significant main effects and an interaction for consumer response on the messages. However, only message variation significantly affects consumer response on the brand. Customers generally seek for the types of messages and communication tools that can increase the amount of information and perceived value to make an informed purchase decision. Discussions of the results and implications for marketing communications are provided |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Advertising, |
| Uncontrolled term | Sales promotion |
| Uncontrolled term | Message variation |
| Uncontrolled term | Communication tools, |
| Uncontrolled term | Consumer response |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29349 |
| Host Itemnumber | 74523 |
| Main entry heading | BANIK, ARINDAM |
| Place, publisher, and date of publication | NEW DELHI SAGE PUBLISHING PVT. LTD. |
| Other item identifier | 55510282 |
| Title | GLOBAL BUSINESS REVIEW |
| International Standard Serial Number | 0972-1509 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 06/08/2019 | Vol 20, No 1/ 55510282JA4 | 55510282JA4 | 06/08/2019 | 06/08/2019 |