This is a preview. Log in through your library . Abstract As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly ...

A study of advertising and other forms of marketing communication, including key theories of marketing communication, elements of the communication mix, and effective campaign design. The fourth ...

It doesn't take long for a small-business owner to discover a few truisms about marketing: there is a bevy of mediums to choose from and, contrary to what some people may say, none of them is free – ...

Some marketers are known to remind their clients or bosses that the average consumer has a shorter attention span than the average goldfish. It can be an effective rejoinder for when a marketing ...

Adjectives such as total, comprehensive, ornate and lavish flooded my mind after watching the infographic newly minted by SA&B Mega Resources Limited to propagate its offerings. The infographic is ...

This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship ...

Attracting targeted traffic is one of the vital objectives for brands across the world. It is a neverending story of sorts, remaining forever topical for advertisers. For most products, it is now ...

“How does direct mail fit into your communication and marketing channel strategy?” This was the question I asked a workshop presenter while attending an annual conference with more than 2,500 ...