Viral marketing

Sales promotion

Advertising

Personal selling

Public relations

The cost of personal selling is usually substantially lower than the cost of public relations.

The cost of retaining existing customers is usually substantially lower than the cost of acquiring new customers.

The cost of comparative advertising is usually substantially lower than the cost of new introductory promotion.

The cost of identifying prospects is usually substantially lower than the cost of encouraging product trial.

The cost of stimulating primary demand is usually substantially lower than the cost of stimulating selective demand.

Mature and less expensive products

Mature and more expensive products

New-to-market and less expensive products

Declining and more expensive products

New-to-market and more expensive products

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event, and viral marketing is a strategy to get consumers to share a marketer’s message.

Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event, and buzz marketing is a strategy to get consumers to share a marketer’s message.

Personal selling is an attempt to incite publicity and public excitement surrounding a product through a creative event, and word-of-mouth communication is a strategy to get consumers to share a marketer’s message.

Word-of-mouth communication is an attempt to incite publicity and public excitement surrounding a product through a creative event, and viral marketing is a strategy to get consumers to share a marketer’s message.

Personal selling is an attempt to incite publicity and public excitement surrounding a product through a creative event, and viral marketing is a strategy to get consumers to share a marketer’s message.

The individual-sized bags given to the college students are an example of viral marketing, and the emails to the five friends are an example of sales promotion.

The individual-sized bags given to the college students are an example of sales promotion, and the emails to the five friends are an example of advertising.

The individual-sized bags given to the college students are an example of publicity, and the emails to the five friends are an example of sales promotion.

The individual-sized bags given to the college students are an example of sales promotion, and the emails to the five friends are an example of viral marketing.

The individual-sized bags given to the college students are an example of sales promotion, and the emails to the five friends are an example of personal selling.

The source

The receiver

The least efficient component of the communication process

The most efficient component of the communication process

The meaning of the message

Value creation

Selling

Message creation

Decoding

Marketing

Characteristics of the target market

Push and pull channel policies

Costs and availability of promotional methods

Characteristics of the product

Promotional resources, objectives, and policies

Channel capacity

Feedback capacity

Integrated marketing exchange

Marketing campaign

Promotion

Noise minimization

Communication channel 

Sharing of meaning

Encoding process 

Decoding process