Characteristics of the promotional types, Marketing Management

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

Posted Date: 9/19/2012 9:10:25 AM | Location : United States







Related Discussions:- Characteristics of the promotional types, Assignment Help, Ask Question on Characteristics of the promotional types, Get Answer, Expert's Help, Characteristics of the promotional types Discussions

Write discussion on Characteristics of the promotional types
Your posts are moderated
Related Questions
people have a peculiar behaviour over a product and why is it so.How a product is altered to attract customers? What are the techniques companies follow to retain and add new custo

Understanding other cultures is vital to success in the global marketplace. Refer to Table 21-3 which lists some blunders in International Marketing. One of my favorite blunders ha

critically analyse diesel''s marketing mix strategies?

How is searching the reasons of distribution channels in economics system? Searching: Buyers and sellers are constantly engaged within search for consummation of required

For this Final Project, imagine that an organisation that owns and manages a brand is experiencing a critical downturn in its business. The organisation needs to expand its brand o

what is the importance of branding policies in an organisation

Managerial Decision I: Developing advertising strategies by understanding key demographic variables To understand the demographics of your target audience, you obtain data on Fa

You are required to critically examine the current marketing orientation of an organisation of your choice.  This may be an organisation that operates in your own country, or an in

typesa of branding like producer''s name,picture-figure,name of product,colour

Question 1: (i) Distinguish between global marketing and international marketing. (ii) Explain the similarities and differences of a free trade area, a customs union, a comm