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Characteristics of the promotional types:
Factor
Advertising
Publicity
Personal selling
Sales promotion
Audience
Mass
Small (one to one)
Varies
Message
Uniform
uniform
specific
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
Flexibility
Low
High
Moderate
Control over content and pricement
None (controlled by the media)
Credibility
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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