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Hybrid Marketing Mix



¤Web ¤ E-mail ¤Fax ¤Direct Mail
¤Print Advertising ¤Radio ¤Tele-coverage ¤TV                    +     weak
                   ++   moderate
                   +++ strong
Web
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
Auraline ++ ++ +++ + +          
iPrinterGames ++ +++ +++ ++ +          
PianoShow + +++ +++ ++ +++       +++ +++
Boyne USA ++ +++ +++ + +       ++ +

E-mail
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
Auraline +++ +++ +++ +++ + 60%     +++ +
iPrinterGames +++ +++ +++ +++ + 12%     +++ +
Fusion DM +++ +++ + +++   +++
  <top>     <see examples>
Fax
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
Auraline +++ + + +++ +++ 10% ++ ++ ++  
Cisco +++ + + +++ +++ 15% +++ ++    
UBE +++ + + +++ +++ 45% +++ ++   +
Buhler +++ + + +++ +++ 25% +++ ++   +
Midbrook +++ + + +++ +++ 10% +++ ++    
Hames +++ + + +++ +++ 12% +++ ++    
Allied +++ + + +++ +++ 32% +++ ++    
MBS +++ + + +++ +++ 12% +++ ++    
  <top>     <see examples>
Tele-coverage
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
Cisco ++ + ++ + +   + +++    
3Com ++ + ++ + +   + +++    
SGI ++ + ++ + +   + +++    
ABB ++ + ++ + +   + +++    
Technomatix ++ + ++ + +   + +++    
Bowne ++ + ++ + +   + +++    
Midbrook ++ + ++ + +   + +++    
Buhler ++ + ++ + +   + +++    
UBE ++ + ++ + +   + +++    
  <top>
Direct Mail
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
Cisco +++ ++ +++ +++ ++ 4% ++ + + +++
Holiday Inn ++ ++ +++ +++ ++ 20% ++ + + +++
Boyne USA +++ ++ +++ +++ ++ 3% ++ + + +++
Allied ++ ++ +++ +++ ++ 6% +++ + ++ +++
PianoShow +++ ++ +++ +++ ++ 1% +++ + +++ ++
MBS +++ ++ +++ +++ ++ 5% ++ + + ++
Caddy Shack +++ ++ +++ + + 4% +++   +++ +
Las Vegas Golf +++ ++ +++ + + 5% +++   +++ +
Maples of Novi +++ ++ +++ + ++ 3% +   +++ +
  <top>     <see examples>
Print Advertising
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
PianoShow +++ +++ ++ +++         +++  
Grand Traverse Resort +++ +++ ++ +++         +++  
Caddy Shack Golf +++ +++ ++ +++         +++  
Las Vegas Golf +++ +++ ++ +++         +++  
Maples of Novi +++ +++ ++ +++         +++  
UBE +++ +++ ++ +++            
Buhler +++ +++ ++ +++            
  <top>
Radio
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
PianoShow +++ +++ ++ +++         +++  
Holiday Inn +++ +++ ++ +++         +++  
Shell +++ +++ ++ +++         +++  
WNIC +++ +++ ++ +++         +++  
  <top>
TV
Company Name Build
Awareness
Brand Educate Generate
Leads
Qualify
Leads
Response
Rates
Enhance
Relationship
Cleanse
Data
Drive
Traffic
Fulfillment
PianoShow +++ +++ ++ +++     +   +++  
Grand Traverse Resort +++ +++ +++ ++     +++   +++  
Maples of Novi +++ +++ +++ +++     +   +++