PROMOTIONAL MASS OR ELEMENT CUSTOMIZED COST STRENGTHS WEAKNESSES • Efficient means for reaching large numbers of people • High absolute costs • Difficult to receive good feedback Mass Fees paid for space or time Advertising • Immediate feedback Very persuasive • Extremely expen- sive per exposure • Messages may Customized Fees paid to salespeople as either salaries or Personal Can select audience selling • Can give complex information commissions differ between salespeople • Often most credible • Difficult to get media cooperation Mass No direct payment to media source in the Public consumer's mind relations • Effective at changing behavior in short run • Very flexible • Easily abused • Can lead to promotion wars • Easily duplicated Mass Wide range of fees paid, depending on promotion selected Sales promotion Cost of communication through mail, telephone, or computer • Messages can be prepared quickly • Facilitates relationship Customized • Declining customer response • Database manage- ment is expensive Direct marketing with customer
PROMOTIONAL MASS OR ELEMENT CUSTOMIZED COST STRENGTHS WEAKNESSES • Efficient means for reaching large numbers of people • High absolute costs • Difficult to receive good feedback Mass Fees paid for space or time Advertising • Immediate feedback Very persuasive • Extremely expen- sive per exposure • Messages may Customized Fees paid to salespeople as either salaries or Personal Can select audience selling • Can give complex information commissions differ between salespeople • Often most credible • Difficult to get media cooperation Mass No direct payment to media source in the Public consumer's mind relations • Effective at changing behavior in short run • Very flexible • Easily abused • Can lead to promotion wars • Easily duplicated Mass Wide range of fees paid, depending on promotion selected Sales promotion Cost of communication through mail, telephone, or computer • Messages can be prepared quickly • Facilitates relationship Customized • Declining customer response • Database manage- ment is expensive Direct marketing with customer
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Which of the promotional elements described in Figure 14–2 were used by Taco Bell in its Doritos Locos Tacos campaign?
![PROMOTIONAL
MASS OR
ELEMENT
CUSTOMIZED
COST
STRENGTHS
WEAKNESSES
• Efficient means for
reaching large
numbers of people
• High absolute costs
• Difficult to receive
good feedback
Mass
Fees paid for
space or time
Advertising
• Immediate feedback
Very persuasive
• Extremely expen-
sive per exposure
• Messages may
Customized
Fees paid to
salespeople as
either salaries or
Personal
Can select audience
selling
• Can give complex
information
commissions
differ between
salespeople
• Often most credible
• Difficult to get
media cooperation
Mass
No direct payment
to media
source in the
Public
consumer's mind
relations
• Effective at changing
behavior in short run
• Very flexible
• Easily abused
• Can lead to
promotion wars
• Easily duplicated
Mass
Wide range of fees
paid, depending on
promotion selected
Sales
promotion
Cost of communication
through mail,
telephone, or computer
• Messages can be
prepared quickly
• Facilitates relationship
Customized
• Declining customer
response
• Database manage-
ment is expensive
Direct
marketing
with customer](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F29a1811b-956d-412a-9228-92ef61625c88%2F5198d670-5931-4b90-ac58-48c542d8a0f2%2Fj0bf26e_processed.png&w=3840&q=75)
Transcribed Image Text:PROMOTIONAL
MASS OR
ELEMENT
CUSTOMIZED
COST
STRENGTHS
WEAKNESSES
• Efficient means for
reaching large
numbers of people
• High absolute costs
• Difficult to receive
good feedback
Mass
Fees paid for
space or time
Advertising
• Immediate feedback
Very persuasive
• Extremely expen-
sive per exposure
• Messages may
Customized
Fees paid to
salespeople as
either salaries or
Personal
Can select audience
selling
• Can give complex
information
commissions
differ between
salespeople
• Often most credible
• Difficult to get
media cooperation
Mass
No direct payment
to media
source in the
Public
consumer's mind
relations
• Effective at changing
behavior in short run
• Very flexible
• Easily abused
• Can lead to
promotion wars
• Easily duplicated
Mass
Wide range of fees
paid, depending on
promotion selected
Sales
promotion
Cost of communication
through mail,
telephone, or computer
• Messages can be
prepared quickly
• Facilitates relationship
Customized
• Declining customer
response
• Database manage-
ment is expensive
Direct
marketing
with customer
Expert Solution
![](/static/compass_v2/shared-icons/check-mark.png)
This question has been solved!
Explore an expertly crafted, step-by-step solution for a thorough understanding of key concepts.
This is a popular solution!
Trending now
This is a popular solution!
Step by step
Solved in 2 steps
![Blurred answer](/static/compass_v2/solution-images/blurred-answer.jpg)
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Recommended textbooks for you
![Principles Of Marketing](https://www.bartleby.com/isbn_cover_images/9780134492513/9780134492513_smallCoverImage.gif)
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
![Marketing](https://www.bartleby.com/isbn_cover_images/9781259924040/9781259924040_smallCoverImage.gif)
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
![Foundations of Business (MindTap Course List)](https://www.bartleby.com/isbn_cover_images/9781337386920/9781337386920_smallCoverImage.gif)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
![Principles Of Marketing](https://www.bartleby.com/isbn_cover_images/9780134492513/9780134492513_smallCoverImage.gif)
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
![Marketing](https://www.bartleby.com/isbn_cover_images/9781259924040/9781259924040_smallCoverImage.gif)
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
![Foundations of Business (MindTap Course List)](https://www.bartleby.com/isbn_cover_images/9781337386920/9781337386920_smallCoverImage.gif)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
![Marketing: An Introduction (13th Edition)](https://www.bartleby.com/isbn_cover_images/9780134149530/9780134149530_smallCoverImage.gif)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
![MKTG 12:STUDENT ED.-TEXT](https://www.bartleby.com/isbn_cover_images/9781337407595/9781337407595_smallCoverImage.gif)
![Contemporary Marketing](https://www.bartleby.com/isbn_cover_images/9780357033777/9780357033777_smallCoverImage.jpg)
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning