Effective brand names should be easy to pronounce, recognize, and remember. Brand names are intended to muddle product identification in order to create confusion for consumers and to cause purchases of competing brands. In general, industrial channels tend to be shorter than consumer channels due to geographic concentration in industrial buying and a relatively limited number of purchasers. A franchise is a contractual arrangement in which a wholesaler or retail dealer agrees to meet the operating requirements of a manufacturer or other franchiser. Brokers and agents usually take possession and title of the goods they handle.
Brokers operate in industries characterized by a large number of small suppliers and purchasers.
The primary objective of promotional efforts is to increase the demand for a specific product or service. The marketing mix is a subset of the overall promotional mix. Product advertising is the personalized selling of a product or service. Television is the dominant medium for advertising to local markets. The advantages of radio advertising include immediacy, low cost, flexibility, practical and low-cost audience selection, and mobility.