The Marketing Mix (Part II)

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The main advantage of direct-mail is that

Although television advertising is very effective, it is expensive and generally reaches too broad an audience for most businesses.

A press release is a written statement issued by the media to inform the public of an event or product.

Publicity is free promotion that

In choosing an advertising medium, cost is the most important factor.

Newspaper advertising is good for small businesses becasue it targets a limited geographic area.

Contests, coupons, free samples, and rebates are examples of

Businesses can offer sales promotions as incentives to customers in order to increase sales.