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External Advertising Mediums Advertising done outside the store that helps bridge the widening gap between the store and its customers. Serves to transmit.

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Presentation on theme: "External Advertising Mediums Advertising done outside the store that helps bridge the widening gap between the store and its customers. Serves to transmit."— Presentation transcript:

1 External Advertising Mediums Advertising done outside the store that helps bridge the widening gap between the store and its customers. Serves to transmit the selling message to customers and prospects.

2 Categories of Advertising Media n Periodical n Direct n Sign n Broadcast

3 Periodical media n Published at fix, regular intervals. n Reaches large groups and small groups of people with special interests.

4 Direct Media n Permits retailer to distribute selling message directly to desired groups of people. n Examples: Direct mail, telephone, etc.

5 Sign Media n Transmits selling message through inscription that is printed, hand lettered, or painted on paper, cardboard, metal, plastic, or other material. Exposed publicly for all to view.

6 Broadcast n Transmits the spoken word rather than the printed word. Adds a very human and personal note to advertising.

7 Criteria for Selecting Advertising Mediums n Clientele sought n Type of store n Trading area n Location of store n Message to be sent n Means of communication available n Costs n Competition to be met


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