Abstract
This paper explores one retailer’s use of publicity for a long term goal, the promotion of a special sale. Content analysis demonstrates differences between store- and media-authored communications. The researchers propose an explanation for these rooted in the disparate objectives of the media and the retailer, and provide suggestions to retailers for managing media presence at store special events so as to use this type of marketing communication effectively.
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Foxman, E.R., Dobscha, S. (2015). The Filene’s Basement Bridal Sale: A Content Analysis of Store-Authored and Media-Authored Communications about a Retail Special Event. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_111
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DOI: https://doi.org/10.1007/978-3-319-13141-2_111
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