Promotional Media Usage Patterns Among Women: Occupational and Marital Status Differences

J. Joseph Cronin; Scott W. Kelley

doi:10.1007/978-3-319-16943-9_60

Promotional Media Usage Patterns Among Women: Occupational and Marital Status Differences

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

This paper analyzes the differences in promotional media values as they pertain to unemployed-married women, and employed-single women. Data was collected through a random telephone survey in two major midwestern metropolitan areas. Results indicate that employed-married women place a greater value on instore promotional media than either unemployed-married women or employed-single women. Implications for retail managers are presented.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Pages	284-287
Number of pages	4
DOIs	https://doi.org/10.1007/978-3-319-16943-9_60
State	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

Keywords

Household Production
Information Source
Promotional Medium
Shopping Behavior
Window Display

ASJC Scopus subject areas

Marketing
Strategy and Management

Access to Document

10.1007/978-3-319-16943-9_60

Cite this

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Promotional Media Usage Patterns Among Women: Occupational and Marital Status Differences. / Cronin, J. Joseph; Kelley, Scott W.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2015. p. 284-287 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Promotional Media Usage Patterns Among Women: Occupational and Marital Status Differences

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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Cite this