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Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management

In: Standing Room Only

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  • Joanne Scheff Bernstein

Abstract

Current marketing practice is simultaneously exemplified by the seemingly paradoxical extreme goals of mass branding and one-to-one relationship marketing. The marketing communications mix, also called the promotion mix, consists of four major tools: advertising, personal selling, sales promotion, and public relations. Each tool has its own unique characteristics and costs. Crisis management is also a critical function and managers must be adept at handling issues as they arise, or better yet, anticipate them before they become problematic.

Suggested Citation

  • Joanne Scheff Bernstein, 2014. "Delivering the Message: Advertising, Personal Selling, Sales Promotion, Public Relations, and Crisis Management," Palgrave Macmillan Books, in: Standing Room Only, edition 0, chapter 0, pages 261-287, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-37569-8_14
    DOI: 10.1007/978-1-137-37569-8_14
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