Packaging
Packaging is an important aspect of product strategy. Traditionally, the package provided functional benefits such as economy, pro…
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Price Decisions
The price variable refers to what the consumer must give up to purchase a product or service. While price is discussed in terms of…
Syndication
Advertisers may also reach TV viewers by advertising on syndicated programs, shows that are sold or distributed on a station-by-st…
Advantages of Cable TV Advertising
Cable TV has experienced tremendous growth as an advertising medium because it has some important advantages. Aprimary one is sele…
E-Commerce
The Internet offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market.…
E-Commerce
The Internet offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market.…
Advertising on the Internet
Like broadcast or print, the Internet is an advertising medium. Companies and organizations working to promote their products and …
Personality Symbol
Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertisi…
Types of Appeals
Not every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified …
Sales Promotion Abuse
The increasing use of sales promotion in marketing programs is more than a passing fad. It is a fundamental change in strategic de…
