TY - JOUR
AU - Ray, Michael L.
AB - Two common assumptions about advertising-selling interactions are challenged by a field experiment. The generality of “advertising paves the way for selling” is questioned by results showing selling-before-advertising to be more effective than advertising-before-selling. “Salesmen are born not made” is questioned because the easily learned “labeling” technique markedly increased selling effectiveness and its interaction with advertising.
TI - Advertising-Selling Interactions: An Attribution Theory Experiment
JF - Journal of Marketing Research
DO - 10.1177/002224377701400408
DA - 1977-11-01
UR - https://www.deepdyve.com/lp/sage/advertising-selling-interactions-an-attribution-theory-experiment-fRV6VQ8Jp6
SP - 509
EP - 516
VL - 14
IS - 4
DP - DeepDyve
ER -