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Record Label Marketing, 2nd Edition by Amy Macy, Paul Allen, Tom Hutchison

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CHAPTER 13

Grassroots Marketing

Paul Allen and Tom Hutchison

GRASSROOTS MARKETING

Consumers are bombarded every day with more commercial messages from more sources than ever before. The competition for our attention ranges from a subtle product placement in our favorite television show or online video to an in-your-face ad from a car salesman on the radio or a tweet from a promoter. Advertisements pop up at us while we are online, they precede theater movies, they appear on our wireless devices, they’re on seat backs at stadiums, and they’re even in public facilities where graffiti once was posted. It is this competition for ...

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