Chapter%2018%20Student%20Handouts

Chapter%2018%20Student%20Handouts - The Promotional Mix...

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The Promotional Mix Advertising Internet Advertising/Search Marketing Public Relations Sales Promotion Direct Marketing Personal Selling
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Advertising Any paid form of non-personal, mass  communication about an organization,  good, service, or idea by an identified  sponsor.
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Advertising Mass in nature High absolute costs, but low per  exposure costs (CPM) No direct feedback Fees paid for media space and  time, based on audience size Three main goals: inform,  persuade, remind
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Internet Advertising Was once dying, but has made a comeback Ad space still purchased based on “circulation” or  number of viewers Advertisers have become more creative in building  ads into content Search Marketing Based on search terms and click throughs Sold on an auction basis
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Public Relations Involves communications activities  designed to influence the 
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Chapter%2018%20Student%20Handouts - The Promotional Mix...

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