Glossary of Marketing Communications Terminology

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Physical Evidence

The elements of 'marketing mix' which customers can actually see or experience when they use a service, and which contribute to the perceived quality of the service, e.g. the physical evidence of a retail bank could include the state of the branch premises, as well as the delivery of the banking service itself.

 websites
 photography
 collateral material
 video/multimedia
 print advertising
 
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