Types of Promotion
Advantages and Disadvantages
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Examples of Mass Media Advertising
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Direct Mail
Internet
Magazines
Newspaper
Outdoor
Radio
Television
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Advantages of Advertising
• Reach a wide audience—efficient
medium in terms of cost-per-viewer
• Controllable, repeatable form of
promotion
• Not limited by geography—can reach
people throughout the world
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Disadvantages of Advertising
• Overall cost can be very expensive
• Impersonal nature of advertising
• Not always timely by the time it
reaches the intended audience
• Advertising life-span may be limited
• Takes more than one media to reach
target market
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Advantages of Public Relations
• Third-party source is perceived
as being more objective than a
commercial
• Relatively inexpensive or Free
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Disadvantages of
Public Relations
• Hard to control—relies on thirdparty media outlets
• Impossible to predict or control the
kind of coverage for a product
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Advantages of Personal Selling
• Personal contact
• Feedback from the
customer is immediate
• Sales presentation is
flexible
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Disadvantages of Personal Selling
• Per-person cost
• Only reach one
customer at a time
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Advantages of Sales Promotion
• Generates short-term sales
• Sales promotion results are
measurable
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Disadvantages of Sales Promotion
• Functions on the short-term – it
does not necessarily result in
maintaining loyal customers
• Builds customer relationships
based upon incentives
• Cost of providing incentives
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Assignments
• Independent Practice Assignment –Team
- Up-Selling (National Amusement Park)
• Independent Practice Assignment-Individual
- Forms of Media Advertisement (Create collage of
7 forms of media advertising)
• Extension Assignment – Team
- Personal Sales Demonstration
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