b10chap16 - 12/2/2011 Chapter 16: Using Effective...

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12/2/2011 1 Chapter 16: Using Effective Promotions 16- 2 16- 3 Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message.
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12/2/2011 2 16- 4 Advertising ($millions) U.S. ADVERTISING SPENDING RANK MEDIUM 2010E 2009 2008 1D i r e c t mail 52,305 $ 58,430 $ 59,622 $ 2B r o a d c a s t TV 44,794 $ 40,513 $ 43,734 $ 3 Newspaper 30,506 $ 31,612 $ 35,788 $ 4C a b l e TV networks 23,776 $ 21,654 $ 21,440 $ 5R a d i o 1 7 , 7 1 4 $ 16,463 $ 17,535 $ 6S e a r c h 1 3 , 7 8 1 $ 12,282 $ 12,161 $ 7I n t e r n e t
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12/2/2011 3 16-7 16-8 16-9
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12/2/2011 4 16-10 16-11 16-12
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12/2/2011 5 16-13 16-14 16-15
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12/2/2011 6 16-16 16-17 16- 18 Product Placement
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12/2/2011 7 16- 19 Infomercials • Requires marketers to develop a single product and promotional strategy to implement worldwide. • Problems can arise in global
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b10chap16 - 12/2/2011 Chapter 16: Using Effective...

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