tailieunhanh - Marketing Communications - Chapter 14
Tham khảo tài liệu 'marketing communications - chapter 14', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Other Advertising Media CHAPTER 14 Explain why postal mail advertising is an efficient and effective ad medium. Understand p-mail’s five distinctive features compared to mass forms of advertising. Appreciate the role of database marketing, data mining, and lifetime-value analysis. Appreciate branded entertainment and brand placements in various venues (movies, TV, etc.). Appreciate the value of yellow-pages advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14– 14– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Recognize the growth and role of video-game advertising (advergaming). Understand the role of cinema advertising. Appreciate the potential value of various “alternative” ad media. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14– 14– © . | Other Advertising Media CHAPTER 14 Explain why postal mail advertising is an efficient and effective ad medium. Understand p-mail’s five distinctive features compared to mass forms of advertising. Appreciate the role of database marketing, data mining, and lifetime-value analysis. Appreciate branded entertainment and brand placements in various venues (movies, TV, etc.). Appreciate the value of yellow-pages advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14– 14– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Recognize the growth and role of video-game advertising (advergaming). Understand the role of cinema advertising. Appreciate the potential value of various “alternative” ad media. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 14– 14– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Framework for Various Forms of “Other” Advertising Table Direct Advertising via Postal Mail Brand Placements in Movies, in TV Programs, and Elsewhere Yellow-Pages Advertising Video-Game Advertising (Advergaming) Cinema Advertising Potpourri of Alternative Ad Media 14– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Direct Advertising via Postal Mail Postal Mail (P-mail) Advertising Is any advertising matter the postal service delivers to the person whom the marketer wishes to influence. Letters, postcards, programs, calendars, folders, catalogs, videocassettes, blotters, order blanks, price lists, and menus. Why Use P-mail Less expensive than television advertising Better targeting of messages to desired prospects Easier identification of prospects who purchased advertised product Favorable attitudes of consumers toward mail ads 14– © 2010 South-Western, a part of Cengage Learning. .
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