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Uninformative advertising as an invitation to search
- Source :
- Marketing Science. July-August, 2011, Vol. 30 Issue 4, p666, 20 p.
- Publication Year :
- 2011
-
Abstract
- What the firm should say in an advertising message, the choice of content, is a critical managerial decision. Here, we focus on a particular aspect of the advertising content choice: [...]
Details
- Language :
- English
- ISSN :
- 07322399
- Volume :
- 30
- Issue :
- 4
- Database :
- Gale General OneFile
- Journal :
- Marketing Science
- Publication Type :
- Academic Journal
- Accession number :
- edsgcl.265290034
- Full Text :
- https://doi.org/10.1287/mksc.1110.0651