Abstract
The choice of media depends first of all on whether the clientele is professional or consumer. In B to B, the main media used are trade shows, the trade press and direct marketing. In consumer marketing, television dominates followed by the press, direct marketing and to a lesser degree billboard campaigns and the radio. Public relations, sales promotions, lobbying and Internet sites are used for both markets.
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© 2002 Springer Science+Business Media New York
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Malaval, P., Bénaroya, C. (2002). Selecting Media. In: Aerospace Marketing Management. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-1065-9_12
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DOI: https://doi.org/10.1007/978-1-4615-1065-9_12
Publisher Name: Springer, Boston, MA
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