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Chapter 17 Retail and Business-to-Business Advertising

Chapter 17 Retail and Business-to-Business Advertising. Outline Retail advertising Buying and selling local media Business-to-business advertising Business-to-business advertising media. Retail Advertising. Local retail advertising

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Chapter 17 Retail and Business-to-Business Advertising

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  1. Chapter 17Retail and Business-to-Business Advertising Outline • Retail advertising • Buying and selling local media • Business-to-business advertising • Business-to-business advertising media

  2. Retail Advertising • Local retail advertising • Differences between local retailing and national brand advertising • Cooperative advertising • Large specialty retailers Chapter 17: Retail and Business-to-Business Advertising

  3. Retail Advertising • Nonstore retailing • Online retailing and E-commerce • Institutional and product retail advertising • Trends affecting retail advertising • Creating the retail ad Chapter 17: Retail and Business-to-Business Advertising

  4. Buying and Selling Local Media • Local retail media strategy • Media alternatives • Shoppers and preprints • Magazines • Broadcast media • Directories • Direct response • Online media • Specialty Chapter 17: Retail and Business-to-Business Advertising

  5. Business-to-Business Advertising • Types of business-to-business advertising • Industrial advertising • Government advertising • Trade advertising • Professional advertising • Agricultural advertising Chapter 17: Retail and Business-to-Business Advertising

  6. Business-to-Business Advertising • Business versus consumer marketing • Market concentration • Decision makers • Strategic orientation • Purchasing objectives • Business-to-business advertising objectives • Creating B-to-B ads Chapter 17: Retail and Business-to-Business Advertising

  7. Business-to-Business Advertising Media • General business and trade publications • Directory advertising • Direct marketing • Consumer media • The Web • Does business advertising sell? Chapter 17: Retail and Business-to-Business Advertising

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