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Created with Fabric.js 1.4.5 Advertising Personal selling Public relations Sales promotion Direct marketing traditional and digital traditional and digital in store and online face to face Characteristics Characteristics Payment Payment Strengths Strengths Weaknesses Weaknesses fees paid for space or time no direct payment to media wide range of fees paid, depending on promotion selected cost on communicationthrough mail, telephone,or computer - officient means for reaching large numbers of people - immediate feedback- very persuasive- can select audience-can give cpmplex information - often most credible source in the cpnsumer's mind - effective in changing behavior in short run - very flexible - messages can be prepared quickly - facilitates relationship with customer - declining customer's response- database management is expensive - easily abused- can lead to promotion wars- easily duplicated - difficult to get media cooperation - extremely expensive per exposure- messages may differ beetmen salespeople - high absolute costs- difficult to recieve good feedback - great for brand building - large reach- targeting limited - helps brand awareness, credibility - large reach- targeting limited - branding, awareness, immediate purchase- reach limited- customer level personalisation - encourages immediate action- short term tactics- results easily measurable - strong relationship build with customers- reach limited- precise targeting possible. 0 25 50 75 100 Advertising Sales promotion Public relations Personal selling Direct marketing - absolute costs- costs per contact- wastage- size of investment - absolute costs- costs per contact- wastage- size of investment - absolute costs- costs per contact- wastage- size of investment - absolute costs- costs per contact- wastage- size of investment High Medium Low Costs! Promotional elements!
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