Abstract
ABSTRACT This study compares perceived frequency and benefit of selected advertising strategies as reported by 390 restaurateurs in Houston, Texas and Beijing, China. Data analysis consists of quantitative and qualitative measures based on type of service and ownership. While restaurateurs in both cities reported using a variety of advertising and promotion strategies, overall, Beijing restaurants were more likely to benefit from these varied activities. Beijing restaurateurs reported strong benefit in food sampling and coupon use as advertising and promotion tools. Perceived benefit of selected strategies by Houston restaurateurs on average did not directly correlate with its frequency of use.
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