7 Additional delivery options
In the last chapter, we discussed some basic media concepts and looked at digital media. And while we will be considering digital media again, along with more traditional media, in the last part of the book when we are dealing with the integrated marketing communication (IMC) plan, we need to understand that there are many other ways of delivering an IMC message that should be part of our initial thinking. This includes everything from business cards and newsletters to the panels on the sides of delivery trucks. Anything that a potential customer sees is an opportunity to communicate the brand's benefit. In this chapter, we will be looking at a number of different options for delivering ...
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