| Автор | Pisierra, Valerie J. |
| Автор | McKinney, William B. |
| Автор | Chawla, Sudhir K. |
| Дата выпуска | 1999 |
| dc.description | ABSTRACTThis national study explores the use of co-op advertising in small outlying city/towns. It was found that all city/towns showed some degree of positive change in the economic factors tested, and agreed on the beneficial impact cooperative advertising has had in the area. BIG spenders did commit more money to several media types. Main effects of distance from the airport were identified for years involved, and perceived new business success, while simple effects were detected for the increase of new businesses, and local market concentration. Overall, benefits of cooperative advertising were universal despite size or location. Cooperative advertising can provide an economical alternative to traditional advertising strategies for small towns throughout the United States. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Тема | Tourism |
| Тема | cooperative advertising |
| Тема | advertising strategies |
| Тема | travel and tourism industry |
| Тема | cooperative research |
| Название | Tourism and Cooperative Advertising: Do They Mix? |
| Тип | research-article |
| DOI | 10.1300/J090v19n01_04 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 19 |
| Первая страница | 45 |
| Последняя страница | 59 |
| Аффилиация | Pisierra, Valerie J.; Universal Scientific Inc. |
| Аффилиация | McKinney, William B.; Department of Finance, Angelo State University |
| Аффилиация | Chawla, Sudhir K.; Department of Business Administration, Angelo State University |
| Выпуск | 1 |
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