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Unformatted text preview: Uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet Consists of directing the promotional mix to channel members to gain their cooperation in odering and stocking the product Consists of directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor Advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder Consists of methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost. Examples include news releases, new conferences, and public service announcements...
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- Spring '08