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Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour

In: Brand Choice

Author

Listed:
  • Randolph J. Trappey
  • Arch G. Woodside

Abstract

Linkage advertising is the literature and related materials given to customers who respond to advertisers’ offers of these materials (Woodside, 1994). Linkage advertising “links the up-front advertising to the sale with additional arguments and benefits which the up-front advertising [i.e., the print or broadcast advertisement that includes the linkage offer] didn’t have space or time to include” (Rapp and Collins, 1987). In the United States in the 1990s most advertising expenditures include allocations for creating and sustaining direct links with customers, including such actions such as linkage-advertising, learning and referring to customers by their names in a database marketing programs, and creating “frequency marketing” customer clubs (Cappo, 1992; Frequency Marketing, 1993).

Suggested Citation

  • Randolph J. Trappey & Arch G. Woodside, 2005. "Learning How Linkage Advertising and Prior Experience Affect Customer Behaviour," Palgrave Macmillan Books, in: Brand Choice, chapter 6, pages 157-179, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51420-1_6
    DOI: 10.1057/9780230514201_6
    as

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