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Management Studies

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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Marketing Management, Management Studies

Category:- Marketing Management
Reference No.:- M9508549

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