Architects' Attitudes Toward Advertising
Stevens, Robert E.; McConkey, C. William; Loudon, David L.; Stevens, Robert E.; Professor of Marketing, Dept of Management and Marketing, University of Louisiana at Monroe, Monroe, LA, 71201, bstevens@ulm.edu; McConkey, C. William; Professor of Marketing , University of Louisiana at Monroe, Monroe, LA, 71209, mcconkey@ulm.edu; Loudon, David L.; Professor of Marketing, Samford University, Birmingham, LA, 35229, dlloudon@samford.edu
Журнал:
Journal of Professional Services Marketing
Дата:
1993
Аннотация:
This paper reports the results of a national study of architects' attitudes toward advertising their services. A mail survey was used to collect the data from a randomly selected samvle of architects. Analysis of Ule results using percentages, means; and Mul- tide Discriminant Analvsis revealed an overall consistent vattern of nigative attitudes towaid advertising by architects. ~owt:'ver, here were significant differences among respondents when sepiuated into favorablelunfavorable attitudes subgroups. Respondents with more favorable attitudes toward advertising were: (1) younger, (2) had used an advertising agency, (3) felt marketing was productive, and (4) spent larger proportions of their revenue on marketing activities.
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