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.
| Characteristics | Advertising | Sales Promotion | Public Relations | Personal Selling |
|---|---|---|---|---|
| Directed Coverage | mass & targeted | mass & targeted | mass | targeted |
| Message Flow | one & two-way | one & two-way | one-way | two-way |
| Payment Model | paid limited non-paid | paid | non-paid | paid |
| Interaction Type | non-personal | personal & non-personal | non-personal | personal |
| Demand Stimulation | lagging | quick | lagging | quick |
| Message Control | good | good | poor | very good |
| Message Credibility | low-medium | low-medium | high | medium-high |
| Cost of Promotion | CPI - 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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