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Marketing Communications - Chapter 14 potx
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© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
CHAPTER 14 Other Advertising Media
1. Explain why postal mail advertising is an efficient and
effective ad medium.
2. Understand p-mail’s five distinctive features
compared to mass forms of advertising.
3. Appreciate the role of database marketing, data
mining, and lifetime-value analysis.
4. Appreciate branded entertainment and brand
placements in various venues (movies, TV, etc.).
5. 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. 14–2