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	+++	+++	+++	+++			+		+++

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