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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