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Consumer Defense Mechanisms

Since every human action is governed by some sort of psychological program, advertising almost always has to interrupt one in order to be effective. […]

Jedi Mind Tricks

Class notes for Intro to Marketing: Copywriting, Irony, Paraellelism, and Reversal. Examples from assigned reading. George Felton, Advertising Concept and Copy. […]

Communication

Having a great product at the right price in the right store at the right time means nothing if nobody knows it’s there. Communicating the features, benefits, and price of the product and informing the target market where to find it often falls to advertising. […]

How Advertising Works

Advertising is paid non-personal communication that promotes a product, person, service, organization, or idea. Messages are generally created for large audiences, and conveyed through Mass Media. […]

Manufacturer / Wholesaler Promotions

Promotions are not a “retail only” endeavor. Many promotional methods coincide with national advertising campaigns. This generates support and enhances the effectiveness of these campaigns. There are 3 common promotional methods […]

Creating an Advertising Campaign

Depending on the size of the campaign, several departments, vendors, consultants, printers and media outlets may be involved. A good plan will designate each player’s specific function and manage those functions along a timeline. […]

Promotion

Having a great product at the right price in the right store at the right time means nothing if nobody knows it’s there. Communicating the features and benefits of the product and informing the target market where to find it falls to the promotion element of the marketing mix. […]

Planning a Retail Strategy

Retail sales require a lot more “theater” than wholesale. A focused marketing attitude and an appealing environment are required. […]

Maintaining Distribution

Remember to consider internal and external market forces while evaluating distribution. The economy, government regulations, new technologies, and improvements in efficiency can dictate radical changes to your distribution plan. […]

Selecting Distribution Partners

The effectiveness of any marketing/distribution channel depends on the success of the intermediaries.

Selecting these intermediaries is often the result of a 4-step process. […]

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