A downside is that a sales force can be very expensive to build, support, and maintain. Mass Selling involves communicating with large numbers of potential customers at the same time. This approach is very useful when the target market is large and geographically dispersed. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. This is the main form of mass selling.
Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services.
Publicity professionals try to get stories about their company s products placed in mass media vehicles without having to pay media costs. In addition to costing less than advertising, publicity tends to be more believed by target customers because it isn t an ad. Sales Promotion refers to other promotion activities that stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion activities, such as couponing, can be implemented more quickly than other promotion tools and are usually aimed at obtaining an immediate response. Integrated Marketing Communications.