Misplaced marketing The real reason for the real bad advertising
Herbert Jack Rotfeld
(Professor of Marketing, Auburn University, Alabama, USA)
10436
Abstract
Focuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end customers, and what they need to see and hear.
Keywords
Citation
Rotfeld, H.J. (2002), "Misplaced marketing The real reason for the real bad advertising", Journal of Consumer Marketing, Vol. 19 No. 4, pp. 299-301. https://doi.org/10.1108/07363760210433618
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited