Empirical research in selective communications
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
Selective communications are messages designed to be perceived differently by members of different market segments. This paper summarizes the results of an empirical study which suggests that codes may be highly effective selective messages which are perceived by interested consumers and not by others.
Keywords
Purchase Behavior, National Brand, Interested Consumer, Vegetable Soup, Communication Stage
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