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Traditional marketing methods seek to control the content seen by the audience and attempt to dominate the competitors' message.
Secondary Market
This is a market where investors buy and sell securities they already own, as opposed to the primary market where securities are first issued.
Retail Investors
Individual investors who buy and sell securities for their personal accounts, not for another company or organization.
Road Show
A series of presentations by the management of a company looking to issue securities to potential investors, typically conducted across various cities.
Investment Bank
A financial institution that acts as an intermediary in large and complex financial transactions, including underwriting, acting as an advisor for mergers and acquisitions, and facilitating securities issuance.