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Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977 Exercise 4
A number of studies have examined the role that personality and/or other personal characteristics may have on consumers' media usage. Discuss some of these studies. Do you think that these characteristics may have an impact, or should marketers rely primarily on demographic characteristics?
Explanation
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The role of personal characteristics of ...
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
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