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MarketingCh18 - The Promotional Mix communication function...

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The Promotional Mix-  communication  function 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)-Cost  per Thousand Audience size or eyeballs is the key   No direct feedback Want to know the ROI but very hard  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 context Search Marketing  Based on search terms and click throughs  Sold on an auction basis
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