Different industries tend to use different combinations of techniques in their promotional strategies. For example, infrequently-purchased but expensive items like life insurance and holidays have traditionally relied heavily on personal selling, whereas frequently-purchased goods like soap powder or baked beans have tended to rely on advertising and sales promotion. The arts, too, have historically adopted a typical industry mix of promotional activity, tending to rely heavily on public relations and a wide distribution of printed material, including direct mail, supplemented by low-cost advertising and an element of sales promotion. In the UK arts organizations have been slow to embrace personal selling, although a proactive stance in the box office can both improve income and raise levels of customer satisfaction by improving service.