As Seen on TV, and Now in a Marketing Classroom Near You: The Infomercial
2006; Taylor & Francis; Volume: 16; Issue: 1 Linguagem: Inglês
10.1080/10528008.2006.11488933
ISSN2153-9987
AutoresGlen H. Brodowsky, George E. Belch,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoThis paper introduces the versatility and usefulness of an often overlooked, but handy-dandy marketing teaching tool – the analysis of infomercials. The concept was originally used in an undergraduate Marketing Communications course as a take home exam. However, having students analyze how infomercials reflect the use of various marketing communications tools related to the consumer decision process can be an effective assignment that can be used in various undergraduate and graduate level marketing classes.
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