There are four general promotional tools you can use at different times – online of offline -- to accomplish your marketing goals. These are 1) publicity (press releases, media appearance, reviews) is perhaps the most economical element of the promotional mix, 2) advertising (including direct marketing) can reach many consumers simultaneously with the same message with a relatively low cost per exposure, 3) sales promotion uses items such as premiums, giveaways, brochures and coupons for generating awareness, and 4) personal selling (trades shows, sales calls on corporate buyers) can be the most persuasive selling tool because it allows two-way communication.