DC FieldValueLanguage
dc.contributor.authorKonstantoulaki, Kleopatra-
dc.contributor.authorRizomyliotis, Ioannis-
dc.contributor.authorKostopoulos, Ioannis-
dc.date.accessioned2024-02-27T08:36:21Z-
dc.date.available2024-02-27T08:36:21Z-
dc.date.issued2017-06-28-
dc.identifiergoogle_scholar-yyQZj_QAAAAJ:Tyk-4Ss8FVUC-
dc.identifier.otheryyQZj_QAAAAJ:Tyk-4Ss8FVUC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1204-
dc.description.abstractThis chapter attempts to assess the impact of various factors and characteristics on B2B advertising effectiveness. The main focus of the authors is print ad effectiveness given the lack of adequate relevant research and the concurrent need for economical and efficient use of the traditional tools that are reported to be losing ground against digital ones. While there is no doubt that advertising is becoming increasingly important in B2B, managers are becoming more skeptical about the use of print media, partly because of the absence of immediate results and apparent merits deriving from B2B print advertising. As such, the authors aim to contribute to the extant literature by offering some empirical data and some suggestions on how to increase print advertising effectiveness in B2B.en_US
dc.language.isoenen_US
dc.publisherSpringer International Publishingen_US
dc.relation.ispartofBusiness-to-Business Marketing Communications: Value and Efficiency Considerations in Recessionary Timesen_US
dc.sourceBusiness-to-Business Marketing Communications: Value and Efficiency …, 2017-
dc.subjectIndustrial print aden_US
dc.subjectEffectivenessen_US
dc.subjectPrint ad campaignsen_US
dc.subjectAttitude toward the aden_US
dc.subjectPrint ad characteristicsen_US
dc.titleBusiness-to-Business Print Ad Effectiveness: Some Empirical Evidenceen_US
dc.typeBook Chapteren_US
dc.identifier.doi10.1007/978-3-319-58783-7_4en_US
dc.relation.deptDepartment of Early Childhood Education and Careen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage33en_US
dc.identifier.epage68en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeBook Chapter-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Early Childhood Education and Care-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-0481-3637-
crisitem.author.orcid0000-0002-3516-0050-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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