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1243016229_Chap016(2) - 16-1Communication Methods16-2Paid...

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Unformatted text preview: 16-1Communication Methods16-2Paid Impersonal Communications■Advertising■Sales promotions – Special events, In-store demonstrations■Games, sweepstakes and contests■Coupons■Store atmosphere■Website■Community buildingJack Star/PhotoLink/Getty ImagesBoxes of KrustyO’s cereal at a New York 7-Eleven stores, temporarily converted into a Kwik-E Mart, to promote the Simpson Movie.16-3Store AtmosphereThe combination of the store’s physical characteristics (architecture, layout, signs and displays, colors, lighting, temperature, sounds, smells) together create an image in the customers’ mind16-4MediacartA shopping cart that delivers point-of-decision advertising■Informs the customer about special deals as the customer passes them in the aisle■Each video screen is embedded with an RFID chip that interacts with chips installed on store shelves■Records shopping habits, dwell times, how shoppers travel through the store16-5Community BuildingRetailers’ Community Building Websitesoffer opportunities for customers with similar interests to learn about products and services that support their hobbies and share information with others16-6Paid Personal Communication■Retail salespeople are primary vehicle for providing paid personal communication to...
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1243016229_Chap016(2) - 16-1Communication Methods16-2Paid...

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