Successful Marketing with the Right Media Mix

Contents

1. Successful Marketing with the Right Media Mix
   
2. Easy to Get Into a Rut
   
3. Reasons to Avoid Change
   
4. Types of Benefits
   
5. Testing Benefits
   
6. Diversification Benefits
   
7. Sales & Cust File Benefits
   
8. Multi-channel marketing connection
   
9. Evaluating Media Choices
   
10. Printed Media Pro and Con
    
11. Elecftronic Media Pro and Con
    
12. Impulsive & Active Continuum
    
13. Multi-Product vs Single
    
14. Targeted vs Self Selection
    
15. Public vs Private Mediums
    
16. Acq-Retention Media Mates
    
17. Myth of Media Cannabalization
    
18. Summary
    
19. Summary (continued)
    
20. Conclusion