Unit 1 · Advertising Fundamentals · Module 4 of 40

Comparing Promotional Tools

Learning objective

Choose between advertising, sales promotion, personal selling, PR and direct marketing by task.

Concept summary

Advertising scales reach cheaply but persuades slowly; sales promotion moves volume fast but erodes margin; personal selling closes complex deals at high cost; PR buys credibility without control; direct marketing wins on precision and measurability.

Application task

Build a five-row tool comparison table scored on reach, cost, speed, credibility and control for one brand.