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Early evangelist or reluctant Rudolph? attitudes towards the Christmas commercial campaign
Author(s) -
Gurău Călin,
Tinson Julie
Publication year - 2003
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.121
Subject(s) - order (exchange) , advertising , marketing , information overload , business , market segmentation , segmentation , political science , computer science , law , artificial intelligence , finance
Organisations utilise and maximise marketing at various traditional events during the year. Customised offers are combined with intensive commercial campaigns, which use traditional symbols in order to boost sales volume. The response of customers to these promotional ‘storms’ is complex and diverse. Buyers have developed a series of strategies to deal with the information overload and their attitudes largely determine their response to commercial offers. This paper attempts to investigate the response of customers to the Christmas commercial campaign. Based on customers' attitudes and behaviour, this study proposes an original segmentation of Christmas shoppers, and investigates the use of different advertising channels by different segments. Copyright © 2002 Henry Stewart Publications Ltd.