000			01651nam a2200205 4500
999			_c52358 _d52358
003			OSt
005			20190806163947.0
008			190806b ||||| |||| 00| 0 eng d
100			_aHongcharu, Boonchai _934056
245			_aEffects of Message Variation and Communication Tools Choices on Consumer Response
300			_a42–56 p.
520			_aIn 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			_aAdvertising,
653			_aSales promotion
653			_aMessage variation
653			_aCommunication tools,
653			_aConsumer response
773	0		_029349 _974523 _aBANIK, ARINDAM _dNEW DELHI SAGE PUBLISHING PVT. LTD. _o55510282 _tGLOBAL BUSINESS REVIEW _x0972-1509
942			_2ddc _cJA-ARTICLE