Advertising Classifications

Advertising Classifications - extra value or incentives to...

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Advertising Classifications Primary / Selective Demand Business-to-Business Organizations National Retail / Local Professional Trade Consumers
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Forms of Direct Marketing Database Management Telemarketing Direct Mail Shopping Channels Catalogs Internet Sales Direct Selling Direct Response Ads
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Direct Response Advertising Encourages consumers to purchase directly from the manufacturer
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Direct Response Advertising Major Tools Direct Mail Television Magazines Internet Forces for Change Changing Lifestyles Credit Cards Toll-free Numbers Rapid Internet Growth
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Interactive Marketing Interactive media Internet Kiosks Interactive television Cell phones Other mobile devices
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Interactive Marketing Internet activities Advertise products and services Link ads and websites to search engines Offer coupons, contests, sweepstakes Conduct direct marketing Do personal selling Conduct public relations activities Measure advertising and promotions
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Sales Promotion Marketing activities that provide
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Unformatted text preview: extra value or incentives to the Sales Force Retailers Ultimate Consumer Consumer vs. Trade Promotions Consumer-oriented Trade-oriented Couponing, sampling, premiums, rebates, contests, sweepstakes, POP materials Wholesalers, distributors, retailers Encourages immediate purchases Promotional/merchandising allowances, price deals, sales contests, trade shows Publicity High credibility and low cost Not always under company control Is sometimes unfavorable A news story, editorial, or announcement to a mass audience Not directly paid for or run under identified sponsor Public Relations Management function Evaluates public attitudes Identifies items of public interest Executes a program of action to earn public understanding and acceptance Primary objectives Establish and maintain a positive image of the company among various publics...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Advertising Classifications - extra value or incentives to...

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