This form of marketing communications tool was once formally referred to as a ‘non-personal form of communication, where a clearly identifiable sponsor pays for a message to be transmitted through media. This is referred to as:
The use of entertainment material delivered through paid or owned media and which features a single company or brand is referred to as:.
Although the content and quality can be controlled as direct mail, response rates of this medium are lower because of the lack of a personal address mechanism. This media format is known as:
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