Technical Wording in Advertising: Implications for Market Segmentation-Reference-Cited by-同舟云学术

Technical Wording in Advertising: Implications for Market Segmentation

Published:1980-01 Issue:1 Volume:44 Page:57-66
ISSN:0022-2429
Container-title:Journal of Marketing
language:en
Short-container-title:Journal of Marketing

Author:

Anderson Rolph E.¹,Jolson Marvin A.²

Affiliation:

1. Department of Marketing, College of Business and Administration, Drexel University, Philadelphia, PA.

2. College of Business and Management, University of Maryland, College Park, MD.

Abstract

It may be ill-advised for advertisers to avoid technical language in print media messages directed to household consumers. Results of an experiment reported here suggest that technical wording levels in ads combine with the audience's educational levels and product experience to generate a series of product perceptions, advertising evaluations, and purchase considerations.

Publisher

SAGE Publications

Subject

Marketing,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224298004400108

Reference14 articles.

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3. BerelsonBernard, and SteinerGary A. (1964), Human Behavior: An Inventory of Scientific Findings, New York: Harcourt, Brace, and World, Inc., 527–547.

4. Effects of Information Presentation Format on Consumer Information Acquisition Strategies

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