|
Mass
marketing
|
Personal
marketing |
| Mass
communication |
Personal
communication |
| One-way |
Two-way |
| Delayed |
Real-time |
| Indirect |
Direct |
| One-off
|
Ongoing |
| Messaging
to large number of unknown consumers |
Relationships
with limited number of known prospect/
customers |
| Mass
media - TV, radio, press, outdoors,
etc |
Personal
media - mail, net, phone, direct contact
etc |
|
