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
|