To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2, the promotional element labeled D represents PROMOTIONAL MASS OR ELEMENT CUSTOMIZED COST Customized Cost of communication through mail, A telephone, or computer STRENGTHS Messages can be prepared quickly Facilitates relationship with customer WEAKNESSES Declining customer response Database manage- ment is expensive B C D Customized Mass Fees paid to salespeople as either salaries or commissions No direct payment to media Immediate feedback Very persuasive Can select audience Can give complex information Often most credible source in the consumer's mind Extremely expen- sive per exposure Messages may differ between salespeople Difficult to get media cooperation Mass Fees paid for space or time Efficient means for reaching large numbers of people High absolute costs Difficult to receive good feedback E Mass Wide range of fees paid, depending on promotion selected Effective at changing behavior in short run Very flexible Easily abused Can lead to promotion wars Easily duplicated