||It’s the most expensive, but most powerful tool. It’s not personalised in any way. It uses mass media, and the message influences and stimulates the customer by focusing on the product. For instance you usually see images of idyllic beaches.
||It’s more personalised, it’s very common. Organisations target specific customers through the postal system. It’s commonly used by hotel chains to stimulate demand. Customer details from databases are used.
||System aimed at creating interest through telephone calls. Potential customers’ details from databases are used.
||They consist in participating in trade fairs (such as the BIT fair in Milan) or organising familiarisation trips. It’s used to convey a positive image of an organisation and its products / services.
||Face-to-face interaction to promote products or services is used. An example is a hotel receptionist promoting the use of the leisure facilities of the hotel (swimming pool, spa etc.).
||Coupons, competitions, special offers and so on (wee case study about Great London Deals).
||Organisations offer financial or other support to community events or commercial activities in order to gain greater recognition for their own products or services.