TY - JOUR
T1 - Newspaper Classified Advertising
AU - Liebermann, Yehoshua
PY - 1986/1/1
Y1 - 1986/1/1
N2 - While regular advertising (RA) is typically regarded as an activity pursued by sellers only, classified advertising (CA) entries are frequently placed by both prospective sellers and buyers. This practice raises the following question: which party will advertise? The present paper attempts to provide a preliminary answer to this question. For this purpose several components of CA decision-making are analysed, accompanied by several empirical illustrations. CA marketing management implications are discussed as well.
AB - While regular advertising (RA) is typically regarded as an activity pursued by sellers only, classified advertising (CA) entries are frequently placed by both prospective sellers and buyers. This practice raises the following question: which party will advertise? The present paper attempts to provide a preliminary answer to this question. For this purpose several components of CA decision-making are analysed, accompanied by several empirical illustrations. CA marketing management implications are discussed as well.
UR - https://www.scopus.com/pages/publications/84948896167
U2 - 10.1080/02650487.1986.11106955
DO - 10.1080/02650487.1986.11106955
M3 - ???researchoutput.researchoutputtypes.contributiontojournal.article???
AN - SCOPUS:84948896167
SN - 0265-0487
VL - 5
SP - 83
EP - 88
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 1
ER -