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Promotion Summary Table

The table below compares each of the promotion mix options on the eight key promotional characteristics. The summary should be viewed only as a general guide since promotion techniques are continually evolving and how each technique is compared on a characteristic is subject to change.

CharacteristicsAdvertisingSales
Promotion		Public
Relations		Personal
Selling
Directed Coveragemass & targetedmass & targetedmasstargeted
Message Flowone & two-wayone & two-wayone-waytwo-way
Payment Modelpaid
limited non-paid		paidnon-paidpaid
Interaction Typenon-personalpersonal &
non-personal		non-personalpersonal
Demand Stimulationlaggingquicklaggingquick
Message Controlgoodgoodpoorvery good
Message Credibilitylow-mediumlow-mediumhighmedium-high
Cost of PromotionCPI - Low
CPTI - Varies
CPA - Varies		CPI - Medium
CPTI - Varies
CPA - Varies		CPI - None
CPTI - None
CPA - None		CPI - High
CPTI - High
CPA - High

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