Professional Documents
Culture Documents
Publicity
Packaging
Direct Mail
Print Media
Broadcast Media
Outdoor
Events
Point of Purchase
Publicity
Special Events
Media Advertising
Packaging
Direct Response
Interactive Marketing
Packaging
Sales Promotion
Direct Response
Media Advertising
Public Relations
Interactive Marketing
Direct Marketing
Special Events
Toward
Multiple Forms of Communication Specialized Media Retailer Dominance Data Based Marketing Greater Agency Accountability
Performance Based Compensation
1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Disney 8. McDonalds 9. Marlboro 10. Mercedes
$70.5 $65.1 $51.8 $42.3 $31.1 $29.4 $28.0 $24.7 $22.2 $21.4
Classifications of Advertising
National Advertising
Consumers
Business-to-Business Advertising
Professional Advertising
Trade Advertising
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Organizations
Direct Marketing
Shopping Channels Cataloging Catalogs
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Telemarketing
The Internet
Trade Allowances POP Displays Training Programs Trade Shows Coop Advertising
Consumeroriented
[For end-users]
Tradeoriented
[For resellers]
Combat Competition
Sales Promotion
Enhance Personal Selling Maintain Sales In Off Season
Low Tentative
Publicity Vehicles
Feature Articles
News Releases
Publicity Vehicles
Interviews
Press Conferences
Special Events
Community Activities
Corporate Advertising
Cause-related Marketing
+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin