Portal de Periódicos da CAPES

Advertising in a new competitive environment: Persuading customers to buy

1987; Elsevier BV; Volume: 30; Issue: 6 Linguagem: Inglês

10.1016/0007-6813(87)90048-6

1873-6068

Margaret Henderson Blair, Allan R. Kuse, David H. Furse, David W. Stewart,

Marketing and Advertising Strategies

It is no longer enough for advertisements to make consumers stay in the living room to watch the commercials or stop reading a newspaper article. The message, no matter how memorable, must persuade the consumers that the advertised product is different enough—and good enough—that they should try it.