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Marketing in the Aeronautics and Space Industry Read chapter Read first chapter

2002 | OriginalPaper | Chapter

Selecting Media

Authors : Philippe Malaval, Christophe Bénaroya

Published in: Aerospace Marketing Management

Publisher: Springer US

Included in: Professional Book Archive

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The choice of media depends first of all on whether the clientele is professional or consumer. In B to B, the main media used are trade shows, the trade press and direct marketing. In consumer marketing, television dominates followed by the press, direct marketing and to a lesser degree billboard campaigns and the radio. Public relations, sales promotions, lobbying and Internet sites are used for both markets.

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Metadata
Title
Selecting Media
Authors
Philippe Malaval
Christophe Bénaroya
Copyright Year
2002
Publisher
Springer US
Book
Aerospace Marketing Management

Print ISBN: 978-1-4613-5377-5

Electronic ISBN: 978-1-4615-1065-9

Copyright Year: 2002

DOI
https://doi.org/10.1007/978-1-4615-1065-9_12