Promotion of information services: An evaluation of alternative approaches

Louis W. Stern, C. Samuel Craig, Anthony J. La Greca and Gerald J. Lazorick

Journal of the American Society for Information Science, 1973, vol. 24, issue 3, 171-179

Abstract: This article deals with the promotion of information services, specifically the formation and subsequent evaluation of different promotional programs for selective dissemination of information (SDI) services provided by the Mechanized Information Center (MIC) at The Ohio State University. Three programs—opinion leadership, “blitz,” and telephone solicitation—were developed. Data were collected to show, for each of the programs: (1) the level of market penetration achieved; (2) the level of user satisfaction generated from the service; (3) the effect in terms of influence, of the various media employed; and (4) cost effectiveness. Data analysis focused on a determination of the most effective methods to promote SDI services.

Date: 1973
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Persistent link: https://EconPapers.repec.org/RePEc:bla:jamest:v:24:y:1973:i:3:p:171-179

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