Chapter 6

Media and non-participative promotion

Communications with no promotional offer

This chapter examines the plethora of ways with which to communicate with the customer/shopper through a wide variety of marketing communications, and mentions those that require no action on the part of anyone receiving the message. For any communication, the person can ‘switch off’ and ignore the message. To avoid being ignored, clearly the message or something creative needs to attract attention (see Chapter 4) and draw the attention of the shopper/buyer.

At one extreme, just standing on a street corner holding a placard (sandwich board!) for a food outlet counts as a marketing communication – a useful promotion if a shopper is a tourist looking for somewhere ...

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