International Marketing Communications
16.5 Understand international marketing communications.
Companies use marketing communications (also known as marketing promotion) to provide information to and communicate with existing and potential customers with the ultimate aim of stimulating demand. The various activities of marketing communications vary substantially around the world. Let’s examine them in more detail.
International Advertising
Firms conduct advertising through media, which include direct mail, radio, television, cinema, billboards, transit, print media, and the Internet. Transit refers to ads placed in buses, trains, and subways; they are particularly useful in large cities. Print media are newspapers, magazines, and trade ...
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