Advertising

Review this chapter, which you read earlier in the course. It discusses different methods of communication employed by businesses to reach their customers, the types of message strategies commonly used, and budgetary issues that companies must consider. This time, answer the discussion questions at the end of the chapter.

Advertising and Direct Marketing

LEARNING OBJECTIVES

  1. Understand the difference between media and vehicles.
  2. Explain the similarities and differences between advertising and direct marketing.
  3. Understand the benefits of direct marketing and what types of direct marketing organizations often utilize.