Comparison of the Five Promotional Mix Elements

Comparison of the Five Promotional Mix Elements -...

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Comparison of the Five Promotional Mix Elements Personal Selling Advertising Sales Promotion Direct Marketing PR Advantages Easy to measure effectiveness Elicits an immediate response Direct contact allows for more communication efficiency Tailors the message to fit the customer Most effective tool for building preference, conviction, and action Excellent for communicating complex or detailed product information Relationships can be built with customers Reaches large, geographically dispersed consumers Relatively low cost per exposure (i.e. cost effective with large audiences), though overall costs can be high Good for creating images and symbolic appeals Allows strict control over the final message Can be adapted to either mass audiences or specific audience segments Produces an immediate consumer response Attracts attention and creates product awareness Allows relatively easy measurement of results Provides short term sales
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at The University of British Columbia.

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