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The constituents of the marketing communications mix
Business-to-business markets have usually been quite specific in terms of the promotional tools and media used to target audiences. Even though the use of advertising literature is very important, there has been a tendency to use a greater proportion of below-the-line activities. This contrasts with consumer markets, where a greater proportion of funds have been allocated to above-the-line activities. It's interesting that communications in the consumer market are moving towards a more integrated format, more similar in form to business-to-business model than was previously considered appropriate.
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