The impact of point of purchase advertising on consumer buying behavior

• المؤلفون الرئيسيون: Amechi, Uti Charles, Choi, Sang Long
• التنسيق: مقال
• منشور في: 2013
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: http://eprints.utm.my/id/eprint/40848/

Consumer buying behaviour in recent time is been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium, message, method, ti...