advantages and disadvantages of various components of product promotion
Answers
Mix Element
Advantages
Disadvantages
Advertising
Good for building awareness
Effective at reaching a wide audience
Repetition of main brand and product positioning helps build customer trust
Impersonal - cannot answer all a customer's questions
Not good at getting customers to make a final purchasing decision
Personal Selling
Highly interactive - lots of communication between the buyer and seller
Excellent for communicating complex / detailed product information and features
Relationships can be built up - important if closing the sale make take a long time
Costly - employing a sales force has many hidden costs in addition to wages
Not suitable if there are thousands of important buyers
Sales Promotion
Can stimulate quick increases in sales by targeting promotional incentives on particular products
Good short term tactical tool
If used over the long-term, customers may get used to the effect
Too much promotion may damage the brand image
Public Relations
Often seen as more "credible" - since the message seems to be coming from a third party (e.g. magazine, newspaper)
Cheap way of reaching many customers - if the publicity is achieved through the right media
Risk of losing control - cannot always control what other people write or say about your product
Answer:
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