PROMOTIONAL MASS OR ELEMENT CUSTOMIZED COST STRENGTHS WEAKNESSES • Efficient means for reaching large numbers of people • High absolute costs • Difficult to receive good feedback Mass Fees paid for space or time Advertising • Immediate feedback Very persuasive • Extremely expen- sive per exposure • Messages may Customized Fees paid to salespeople as either salaries or Personal Can select audience selling • Can give complex information commissions differ between salespeople • Often most credible • Difficult to get media cooperation Mass No direct payment to media source in the Public consumer's mind relations • Effective at changing behavior in short run • Very flexible • Easily abused • Can lead to promotion wars • Easily duplicated Mass Wide range of fees paid, depending on promotion selected Sales promotion Cost of communication through mail, telephone, or computer • Messages can be prepared quickly • Facilitates relationship Customized • Declining customer response • Database manage- ment is expensive Direct marketing with customer

PROMOTIONAL MASS OR ELEMENT CUSTOMIZED COST STRENGTHS WEAKNESSES • Efficient means for reaching large numbers of people • High absolute costs • Difficult to receive good feedback Mass Fees paid for space or time Advertising • Immediate feedback Very persuasive • Extremely expen- sive per exposure • Messages may Customized Fees paid to salespeople as either salaries or Personal Can select audience selling • Can give complex information commissions differ between salespeople • Often most credible • Difficult to get media cooperation Mass No direct payment to media source in the Public consumer's mind relations • Effective at changing behavior in short run • Very flexible • Easily abused • Can lead to promotion wars • Easily duplicated Mass Wide range of fees paid, depending on promotion selected Sales promotion Cost of communication through mail, telephone, or computer • Messages can be prepared quickly • Facilitates relationship Customized • Declining customer response • Database manage- ment is expensive Direct marketing with customer

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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