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Home Q & A Board Other Fields Homework Help Business Marketing
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lmalma lmalma
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5 years ago
Communication tools vary in cost-effectiveness at different stages of buyer readiness.  Discuss which communication tools are most cost-effective at the five stages of buyer readiness.
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Marketing Management

Marketing Management


Edition: 13th
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#1
5 years ago
Advertising and publicity play the most important roles in the awareness-building stage.  Customer comprehension is primarily affected by advertising and personal selling.  Customer conviction is influenced mostly by personal selling.  Closing the sale is influenced mostly by personal selling and sales promotion.  Reordering is also affected mostly by personal selling and sales promotion, and somewhat by reminder advertising.
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