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The marketing mix (PROMOTION) (Digital marketing (benefits (global reach,…
The marketing mix (PROMOTION)
Advertising
paid, through mass media
benefits
builds wide awareness
risks
impersonal
one-way
not flexible
Digital marketing
benefits
global reach
can be personalysed
targeted
interactive
flexible
risks
can be expensive to set up
possibly intrusive
security risks
Personal selling
oral communcation
benefits
personal
interactive
flexible
builds relationships
risks
expensive
dependent on salesperson skills
Direct marketing
dialogue with target customers
benefits
targeted
personalised
unseen by competitors
easy to measure response
risks
low response rates
can cause annoyance
Sales promotion
purchase incentives
benefits
can promote sales
risks
potential damage to brand
short term effect
Sponsorship
paid association with events
benefits
high visibility
positive associations
risks
negative associations
bad publicity
Public relations
non-paid, third party communications
benefits
high creadibility
potential reach and relevance
risks
lack of control