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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

The table has 3 columns: Medium, Advantages, and Limitations. The table contents for each Medium are given below.

Television

Advantages: Good mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses

Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity

Digital, mobile, and social media

Advantages: High selectivity; low cost; immediacy; engagement capabilities

Limitations: Potentially low impact; high audience control of content and exposure

Newspapers

Advantages: Flexibility; timeliness; good local market coverage; broad acceptability; high believability

Limitations: Short life; poor reproduction quality; small pass-along audience

Direct mail

Advantages: High audience ...

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Publisher Resources

ISBN: 9780134492513