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Page 18 of 20 Promotion Summary TableThe 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 |
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| 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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Promotion & Advertising Category |
Find information on a wide-range of promotion issues including advertising, sales promotion, public relations, direct mail and more in our Promotion & Advertising category.
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