制定促销组合 14-7 Nature of Each Promotion Tool Advertising Reaches Many Buyers, Expressive persona Personal Selling Personal Interaction, Builds Relationships Costly Sales promotion Provides Strong Incentives to Buy Short-Lived Public relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Nonpublic, Immediate, Customized Interactive 商务策划学院2002商务策划学院 2002 制定促销组合 14-7 Nature of Each Promotion Tool Advertising Reaches Many Buyers, Expressive Impersonal Personal Selling Personal Interaction, Builds Relationships Costly Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Nonpublic, Immediate, Customized, Interactive