Communication in the Case of Term Paper

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The one that was the most successful would receive more focus. This means that the strategy will concentrate on what area will most effectively increase sales. Therefore, it will involve the elements of: advertising and public relations activities.

When you step back and analyze this part of the strategy, it is clear that it will give the best results for ABC Online Books. The reason why is because, it is determining what approach will have the greatest impact on the company's bottom line. Once this takes place, it will allow the business, to most effectively target their media strategy.

Clearly, ABC Online Books has a unique approach that could allow them to revolutionize the sale of online literature (through their free shipping within 24 hours policy). However, to determine the best strategy for effectively promoting the site requires identify the target audience.

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In this case, this would involve: every age demographic, well educated individuals, high / low income families and various organizations that are reading orientated. This is important, because understanding the overall target audience is the key, in knowing what kind of approach needs to be taken (when reaching out to a specific group). Once this takes place, you would then determine what form of promotions will effectively reach this demographic. This is accomplished through advertising and public relations. In this case, you would want to test both elements with the target audience. The approach that was the most effective, would receive the greatest amount of focus when it comes to a particular demographic. This is important, because it is showing how ABC Online Books can reach out to: their target audience and intelligently promote their website......

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