HOW CONSUMERS COLLECT INFORMATION BEFORE BUYING A

PRODUCT?
• Newspapers
Advertisin • Magazines
• TV • Radio is very popular in Mexico, and
g • Radio
is a major component of promotional
• Internet
mix in that country
• Turkey has over 300 newspapers, and
• Discounts and Coupons
Sales • Sponsorships is an important advertising media
•
Promotion •
Samples
Point of Purchase display
Colgate’s Promotional Efforts in
Thailand
To become the largest selling toothpaste in
Public • Newspaper articles
• Television news coverage Thailand, Colgate used a variety of promotional
Relations
activities. It designed a TV commercial using
Nok Lae Children, a popular singing group to
emphasize on Thai heritage. It also made
• Door-to-door selling drinking cups, notebooks, posters and audio
Personal • Personalized e-mail messages cassettes highlighting both the singing group
Selling • Telemarketing and the company’s product