ARBUS302 Lecture Notes - Lecture 11: Promotional Mix, Direct Marketing, Personal Selling
16 Dec 2019
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Document Summary
Promotion is one of the 4ps of marketing. You have learned about the marketing mix elements (the 4ps) in earlier lessons. Marketing mix elements are under the control of the company. Businesses can use one or more of these five promotional alternatives: advertising, personal selling, public relations, sales promotion, and, direct marketing. The table below presents these five promotional elements along with the strengths and weaknesses of each element. Three of the five promotional elements advertising, sales promotion, and public relations are often said to use mass selling. Mass selling refers to the promotional element that reaches out to groups of prospective buyers, rather than making individual contact with each potential buyer. Personal selling and direct marketing use customized interaction between a seller and a prospective buyer. Personal selling can be done face-to-face, over the telephone, and with interactive electronic communication. Direct marketing also uses messages customized for specific customers.
