Exposure to Sales Flyers and Increased Purchases in Retail Supermarkets

Richard G. Netemeyer

This paper focuses on results associated with a unique form of print advertisements-advertising sale flyers used by retail grocery stores.

Exposure to Sales Flyers and Increased Purchases in Retail Supermarkets

Scot Burton University of Arkansas andDonald R. Lichtenstein University of Colorado andRichard G. Netmeyer Louisiana State University

The direct effect of exposure to advertising on consumer purchase behavior has been a question that has both intrigued and sparked debate among advertising researchers and marketers for many decades. Summaries of various field experiments conducted over the past 30 years suggest that advertising alone often does not result in sales increases and that about half of the advertising campaigns used may be ineffective (Tellis, 1998;...

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