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

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Unformatted text preview: 16-1Communication Methods16-2Paid Impersonal CommunicationsAdvertisingSales promotions Special events, In-store demonstrationsGames, sweepstakes and contestsCouponsStore atmosphereWebsiteCommunity buildingJack Star/PhotoLink/Getty ImagesBoxes of KrustyOs 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 stores 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 advertisingInforms the customer about special deals as the customer passes them in the aisleEach video screen is embedded with an RFID chip that interacts with chips installed on store shelvesRecords 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 CommunicationRetail salespeople are primary vehicle for providing paid personal communication to...
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This note was uploaded on 01/09/2010 for the course MKT 4324 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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

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