The document provides an overview of key marketing concepts. It begins by defining marketing as creating value for customers through satisfying needs and building relationships. It then discusses the marketing process and exchange transactions. Subsequent sections cover the marketing mix of product, price, place, and promotion strategies. The document also discusses segmenting and targeting markets, developing competitive advantages, and creating marketing strategies. It explores concepts such as the consumer decision process, marketing research methods, branding, and promotional tools like advertising.
If you are worried about launching a product or service to market and you are always worried about market potential, we have complete solution to represent your thoughts with our market potential PowerPoint presentation slides. This Market Potential PPT slide will help you determine ideas to find your potential market and to see demand of the product in current business environment. This presentation template of market potential lets you find out different fundamentals of market and figure out if you are tapping the right market. Analyze market size for a product, market growth, current competition for your product or services, profitability and available different products and consumer types. So, if you are new to market, this template of market potential will allow you to outline different variables like current market for a product, different demographics for market, consumer types, profitability and finally unique values offered by your business. Download this Market Potential presentation slide and prepare the perfect product launch strategy. Instruct the gullible on discerning facts with our Market Potential PowerPoint Presentation Slides. Enlighten them about drawing inferences.
Report on Strategic Marketing Chapter Review [Elegant (VI)]Md. Abdur Rakib
The report is made on the chapter reviews from the strategic marketing book 9th Edition by David W. Cravens & Nigel F. Piercy. 12 chapters are taken for making reviews for the report.
It is prep[ared by Elegant (VI) group, Section: A, Marketing 14th batch, Faculty of Business Studies, University of Dhaka.
If you are worried about launching a product or service to market and you are always worried about market potential, we have complete solution to represent your thoughts with our market potential PowerPoint presentation slides. This Market Potential PPT slide will help you determine ideas to find your potential market and to see demand of the product in current business environment. This presentation template of market potential lets you find out different fundamentals of market and figure out if you are tapping the right market. Analyze market size for a product, market growth, current competition for your product or services, profitability and available different products and consumer types. So, if you are new to market, this template of market potential will allow you to outline different variables like current market for a product, different demographics for market, consumer types, profitability and finally unique values offered by your business. Download this Market Potential presentation slide and prepare the perfect product launch strategy. Instruct the gullible on discerning facts with our Market Potential PowerPoint Presentation Slides. Enlighten them about drawing inferences.
Report on Strategic Marketing Chapter Review [Elegant (VI)]Md. Abdur Rakib
The report is made on the chapter reviews from the strategic marketing book 9th Edition by David W. Cravens & Nigel F. Piercy. 12 chapters are taken for making reviews for the report.
It is prep[ared by Elegant (VI) group, Section: A, Marketing 14th batch, Faculty of Business Studies, University of Dhaka.
Strategic planning The process of developing and maintaining a s.docxdessiechisomjj4
Strategic planning
The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities
Mission statement
A statement of the organization's purpose -- what it wants to accomplish in the larger environment
Business portfolio
The collection of businesses and products that make up the company
Portfolio analysis
The process by which management evaluates the products and businesses that make up the company
Growth-share matrix
A portfolio-planning method that evaluates a company's SBUs in terms of market growth rate and relative market share
Strategic business unit (SBU)
The key business that makes up the company
Product/market expansion grid
A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
Market penetration
Company growth by increasing sales of current products to current market segments without changing the product
Market development
Company growth by identifying and developing new market segments for current company products
Product development
Company growth by offering modified or new products to current market segments
Diversification
Company growth through starting up a acquiring businesses outside the company's current products and markets
Value chain
The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products
Value delivery network
The network made up of the company, its suppliers, its distributors, and its customers who partner with each other to improve the performance of the entire system
Marketing strategy
The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships
Market segmentation
Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products of marketing programs
Market segment
A group of consumers who respond in a similar way to a given set of marketing efforts
Market targeting
The process of evaluating each market segment's attractiveness and selecting one or more segments to enter
Positioning
Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Differentiation
Actually differentiating the market offering to create superior customer value
Marketing mix
The set of tactical marketing tools -- product, price, place, and promotion -- that the firm blends to produce the respons it wants in the target market
SWOT analysis
An overall evaluation of the company's strengths (S), weaknesses (W), opportunities (O), and threats (O)
Marketing implementation
Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives
Marketing control
Meas.
Marketing management - Marketing mix - Role of Marketing Arunagiri N
Fundamentals of marketing - Role of Marketing - Relationship of Marketing with other functional areas - the concept of marketing mix-Marketing approaches - Various Environmental factors affecting the marketing functions
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
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Understand how search engines work
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
First Things First: Building and Effective Marketing Strategy
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-Recognize the critical role of strategy in marketing
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-Receive templates and guides for developing a marketing strategy
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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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Core Web Vitals SEO Workshop - improve your performance [pdf]
Marketing Overview
1. MARKETING OVERVIEW
Prepared by Mark Young
Assistant Professor of Applied Business
University of Alaska Fairbanks Community and Technical College
2. Marketing- set of processes for creating, communicating,
and delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
Marketing begins with discovering unmet customer needs and
continues with researching the potential market; producing a good
or service capable of satisfying the targeted customers; and
promoting, pricing, and distributing that good or service.
Throughout the entire marketing process, a successful organization
focuses on building customer relationships.
The best marketers not only give consumers what they want but
even anticipate consumers’ needs before those needs surface.
Exchange process- activity in which two or more parties
give something of value to each other to satisfy
perceived needs.
What Is Marketing?
3. Marketing Mix blends the four strategies to fit the
needs and preferences of a specific target market.
→ Product strategy involves the nature of the product and its
package design, brand names, trademarks, and product
image.
→ Distribution strategy ensures that customers receive their
purchases in the proper quantities at the right times and
locations.
→ Promotional strategy blends advertising, personal selling,
sales promotion, and public relations to achieve its goals of
informing, persuading, and influencing purchase decisions.
→ Pricing strategy is setting profitable and justifiable prices for
the firm’s product offerings, sometimes subject to government
scrutiny.
Marketing Mix
5. (1) people or organizations with
(2) needs or wants, and with
(3) the ability and
(4) the willingness to buy.
A group of people that lacks any one of these
characteristics is not a market.
A MARKET IS...
6. MARKET SEGMENTATION
6
Market
People or organizations with
needs or wants and the ability
and willingness to buy.
Market
Segment
A subgroup of people or
organizations sharing one or more
characteristics that cause them
to have similar product needs.
Market
Segmentation
The process of dividing a market
into meaningful, relatively similar,
identifiable segments or groups.
8. THE IMPORTANCE OF MARKET
SEGMENTATION
8
Markets have a variety of product
needs and preferences
Marketers can better define
customer needs
Decision makers can define objectives
and allocate resources more accurately
9. CRITERIA FOR SEGMENTATION
9
Substantiality
Segment must be large
enough to warrant a special
marketing mix.
Identifiability
and
Measurability
Segments must be identifiable and
their size measurable.
Accessibility
Members of targeted segments
must be reachable with
marketing mix.
10. BASES FOR SEGMENTING CONSUMER
MARKETS
10
Segmentation
Bases
Characteristics of individuals,
groups, or organizations used
to divide a total market into
segments.
(variables)
12. STRATEGIES FOR SELECTING TARGET
MARKETS
12
A group of people or
organizations for which an
organization designs,
implements, and maintains a
marketing mix intended to
meet the needs of that group,
resulting in mutually
satisfying exchanges.
Target
Market
15. MULTI-SEGMENT TARGETING STRATEGY
15
A strategy that chooses two or
more well-defined market
segments and develops a
distinct marketing
mix for each.
Multisegment
Targeting
Strategy
21. STRATEGIC PLANNING
21
Strategic
Planning The managerial process of
creating and maintaining a fit
between the organization’s
objectives and resources and
evolving market opportunities.
The goal is long-term
profitability and growth.
23. WHY WRITE A MARKETING PLAN?
23
Provides a basis for comparison of actual
and expected performance
Provides clearly stated activities to work
toward common goals
Serves as a reference for the success of
future activities
Provides an examination of the
marketing environment
Allows entry into the marketplace with awareness
24. DEFINING THE BUSINESS MISSION
Answers the question,
“What business are we in?”
Focuses on the market(s)
rather than the good or service
Strategic Business Units (SBUs) may
also have a mission statement
24
26. MARKETING OBJECTIVES
26
Realistic
Measurable
Time specific
Consistent with
and indicate the
organization’s
priorities
“Our objective is to achieve
10 percent dollar market
share in the cat food
market within 12 months of
product introduction.”
29. ENVIRONMENTAL SCANNING
29
Environmental
Scanning
The collection and interpretation
of information about forces,
events, and relationships in the
external environment that may
affect the future of the
organization or the
implementation
of the marketing plan.
33. PRODUCT/SERVICE DIFFERENTIATION
33
Product / Service
Differentiation
Competitive
Advantage
The provision of something
that is unique and valuable
to buyers beyond simply
offering a lower price than
the competition’s.
39. MARKETING STRATEGY
39
Marketing
Strategy
The activities of selecting and
describing one or more target
markets and developing and
maintaining a market mix that
will produce mutually
satisfying exchanges with
target markets.
40. TARGET MARKET STRATEGY
Segment the market based on
groups with similar characteristics
Analyze the market based on attractiveness
of market segments
Select one or more target markets
40
41. THE MARKETING MIX
41
Marketing Mix A unique blend of product,
distribution, promotion, and
pricing strategies designed to
produce mutually satisfying
exchanges with a target market.
44. CONSUMER BEHAVIOR
44
Consumer
Behavior
Processes a consumer uses to
make purchase decisions, as
well as to use and dispose of
purchased goods or services;
also includes factors that
influence purchase decisions
and the product use.
57. SOURCES OF SECONDARY DATA
57
Government Agencies
Trade and Industry Associations
Business Periodicals
News Media
Internal Corporate Information
Online
http://www.coca-colastore.com
58. PLANNING THE RESEARCH DESIGN
58
Which research
questions
must be answered?
How and when
will data be
gathered?
How will
the data
be analyzed?
?
60. SURVEY RESEARCH
60
Survey Research The most popular technique
for gathering primary data in
which a researcher interacts
with people to obtain facts,
opinions, and attitudes.
61. FORMS OF SURVEY RESEARCH
61
Focus Groups
Executive Interviews
Mail Surveys
Telephone Interviews
Mall Intercept Interviews
In-Home Interviews
63. QUESTIONNAIRE DESIGN
63
Clear and concise
No ambiguous language
Unbiased
Reasonable terminology
Only one question
Online
http://www.createsurvey.com
64. OBSERVATION RESEARCH
64
Observation
Research A research method that relies on
three types of observation:
people watching people
people watching an activity
machines watching people
66. ANALYZING THE DATA
66
Cross-
Tabulation A method of analyzing data that
lets the analyst look at the
responses to one question in
relation to the responses to one or
more other questions.
67. PREPARING AND PRESENTING THE
REPORT
Concise statement of the research objectives
Explanation of research design
Summary of major findings
Conclusion with recommendations
67
69. WHAT IS A PRODUCT?
69
Product
Everything, both favorable and
unfavorable, that a person
receives in an exchange.
Tangible Good
Service
Idea
70. TYPES OF CONSUMER PRODUCTS
70
Market
Development
Diversification
Increase market share among
existing customers
Attract new customers to
existing products
Introduce new products
into new markets
Create new products for
present markets
Convenience
Product
Shopping
Product
Specialty
Product
Unsought
Product
A relatively inexpensive item that
merits little shopping effort
A product that requires comparison
shopping, because it is usually more
expensive and found in fewer stores
A particular item for which
consumers search extensively and
are reluctant to accept substitutes
A product unknown to the potential
buyer or a known product that the
buyer does not actively seek
72. HOW SERVICES DIFFER FROM GOODS
72
Intangible
Inseparable
Heterogeneous
Perishable
73. PRODUCT ITEMS, LINES, AND MIXES
73
Product Item
Product Line
Product Mix
A specific version of a product
that can be designated as a
distinct offering among an
organization’s products.
A group of closely-related
product items.
All products that an
organization sells.
75. BRAND
75
Brand
A name, term, symbol, design,
or combination thereof that
identifies a seller’s products
and differentiates them from
competitors’ products.
76. BRANDING
76
Brand
Name
Brand
Mark
Brand
Equity
That part of a brand that can be spoken,
including letters, words, and numbers
The elements of a brand that
cannot be spoken
The value of company and brand names
Global
Brand
A brand where at least 20 percent of the
product is sold outside its home country
81. THE ROLE OF PROMOTION
81
Promotion
Communication by
marketers that informs,
persuades, and reminds
potential buyers of a
product in order to influence
an opinion or elicit a
response.
82. THE ROLE OF PROMOTION
82
Promotional
Strategy
A plan for the optimal use of
the elements of promotion:
Advertising
Public Relations
Sales Promotion
Personal SellingCompetitive
Advantage
83. THE ROLE OF PROMOTION
IN THE MARKETING MIX
83
Overall Marketing
Objectives
Marketing Mix
• Product
• Place
• Promotion
• Price
Target Market
Promotional Mix
• Advertising
• Public Relations
• Sales Promotion
• Personal Selling
Promotion Plan
84. THE PROMOTIONAL MIX
84
Promotional
Mix
Combination of promotion
tools used to reach the
target market and fulfill the
organization’s overall goals.
Advertising
Public Relations
Sales Promotion
Personal Selling
85. THE PROMOTIONAL MIX
85
Advertising Impersonal, one-way
mass communication about
a product or organization
that is paid for by a
marketer.
87. PUBLIC RELATIONS
87
Public
Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action
to earn public understanding
and acceptance.
88. THE FUNCTION OF PUBLIC RELATIONS
Maintain a positive image
Educate the public about the company’s objectives
Introduce new products
Support the sales effort
Generate favorable publicity
88
90. STAGE IN THE PRODUCT LIFE CYCLE
90
Light
Advertising;
pre-
introduction
publicity
Heavy use of
Advertising;
PR for
awareness;
sales
promotion
for trial
AD/PR
decrease;
limited
sales
promotion;
personal
selling for
distribution
Ads decrease;
sales
promotion;
personal
selling;
reminder &
persuasive
Advertising,
PR, brand
loyalty;
personal
selling for
distribution
Introduction Growth
Maturity
DeclineSales($)
Time
91. GOALS AND TASKS OF PROMOTION
91
Informing Reminding
Persuading
Target
Audience
PLC Stages:
Introduction
Early Growth
PLC Stages:
Growth
Maturity
PLC Stages:
Maturity
92. THE AIDA CONCEPT
92
AIDA Concept
Model that outlines the
process for achieving
promotional goals in terms
of stages of consumer
involvement with the
message.
95. ALTERNATIVE MEDIA
95
Ads in Movies
Interactive Kiosks
Computer
Screen Savers
Shopping Carts
DVDs
Advertainments
Cell Phone Ads
Subway Tunnel Ads
Floor Ads
Video Game Ads