Characteristics of the promotional types, Marketing Management

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Characteristics of the promotional types:

Factor

Advertising

Publicity

Personal selling

Sales promotion

Audience

Mass

Mass

Small (one to one)

Varies

Message

Uniform

uniform

specific

Varies

Cost

Lower per viewer or reader

None for the media space and time; can be moderate costs for press releases and promotional materials but not met by the advertiser 

High per customer

Moderate per customer

Sponser

Company

No formula sponsor in that media are not paid

Compay

Company

Flexibility

Low

Low

High

Moderate

Control over content and pricement

High

None (controlled by the media)

High

High

Credibility

Moderate

High

Moderate

Moderate

Major goal

To appeal to a mass audience at a reasonable cost, and create awareness and favourable attitudes

To reach a mass audience with an independently reported message

To deal with individual consumers, to resolve Q., to resolve to close sales

To stimulate short run sales, to increase the impulse purchases


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