ASP
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Transcript of ASP
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Traditional compensation Performance-based compensation
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Limited Internet availability Widespread Internet availability
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6
Classifications of Advertising
Classifications of Advertising
Advantages
Disadvantages
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Advantages
Disadvantages
Sales Promotion
Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]
Sales Promotion Tools
Events
Loyalty Programs
Bonus Packs
Refunds/Rebates
Contests
Samples Coupons
Coop Advertising
TradeShows
Training Programs
POP Displays
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12
Advantages
Disadvantages
Personal Selling
Advantages
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