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Unformatted text preview: between salespeople Public Relations Mass No direct payment to media Often most credible source in consumers mind Difficult to get media cooperation Sales Promotion Mass Wide range of fees paid, depending on promotion selected Effective at changing behavior in short run Very flexible Easily abused Can lead to promotion wars Easily duplicated Direct Marketing Customized Cost of communication through mail, telephone, or computer Messages can be prepared quickly Facilitates relationship with customer Declining customer response Database management is expensive o 3 Stages of the Promotional Decision Process o...
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This note was uploaded on 05/17/2010 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.
- Spring '07