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Film covers motion pictures that entertain, enlighten, inspire, and educate audiences. Businesses place commercials of products in between films to appeal to consumers. The internet is an interactive electronic mass media tool and has the capacity of addressing global markets. It facilitates the transfer of information across vast geographical dimensions within a short duration. Blogs are websites that have regular entries on events, descriptions and commentary, and such can be used to market products to a distinct audience on a regular basis. The print media on the other hand, make use of physical objects like books, magazines, brochures, newspapers, pamphlets, comics, and pamphlets to relay their information. Consumer and business magazines are publications that espouse the delivery of market information on goods and services to the populace, and are published periodically. Newspapers on the other hand, are daily publications that contain information, advertising and news. They inspire the market with information on products and services on a daily basis. Another mass media tool is outdoor media and comprises placards, billboards, located outside and inside commercial locations. Numerous commercial advertisers make use of this mass media tool to advertise in public spaces (Blythe 2009). The Internet makes it easy for consumers to view, interact with, and create marketing content. Discuss use of internet in marketing. Internet marketing; also known as online marketing, is continuously

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evolving into a wider matrix of components that a company can make use of to augment sales, irrespective of whether a business is conducted entirely online, entirely offline, or partially online. The decision on whether to utilize internet marketing as part and parcel of an organization’s overall marketing strategy rests entirely on the organization, but as a cardinal rule, internet marketing is increasingly becoming an exigent part of almost every organization’s marketing mix. Some online business ventures only make use of this form of business marketing. In essence, internet marketing entails making use of the internet to conduct three essential activities. First is communicating an organization’s message about its products, itself as well as its services online. Second is conducting research regarding potential and existing consumers, with regard to needs, preferences and demographics. Third is facilitating the sale of goods and services online. What is cause-related marketing? Give two examples of the practice and explain why companies participate in cause-related marketing. Cause-related marketing refers to a mutually beneficial coalition between a company and a non-profit organization, in which the two firms’ assets are put together to facilitate several functions. These include, first and foremost, creating social and shareholder value. Cause-related marketing also enables a company connect with a diverse range of constituents including employees, suppliers, and consumers. Finally, it is helpful in communicating value that both organizations share. Cause-related marketing was used by American Express in 1983 as a way of describing its campaign that looked to raise money to restore the Statue of Liberty. The company donated one cent to the restoration, each time a person used the company’s charge card. This led to a 45 percent growth in cardholders, with a twenty eight percent increase in card usage (Blythe 2009). Other examples of programs that make


Understanding the Concepts (Author’s name) (Institutional Affiliation) Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who believes in keeping customers at arm's length and using mass media advertising…
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