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The four major promotional tools are advertising, public relations, sales promotion, and personal selling. Choosing one or another and using it well could affect a lot in the progress and in the growth of a company.

Advertising informs consumers about the existence and benefits of products and services and give them reasons to buy it. There are different ways of advertising, but word-of-mouth could be the best. This way of promoting a product has the principal advantage that a lot of people can know about it in many ways such as on TV, radio, newspapers…But the big problem that advertising has is that could be too expensive for many companies and it´s difficult to know haw much they must spend on it.

Public relations has the main objective of maintaining, improving or protecting the image of a company or product. A well structured PR campaign can result in the target market being exposed to more detailed information than they receive with other ways of promotion and in many cases public relations objectives can be achieved at very low cost compared with other promotional tools but with PR sometimes there is the problem that the message could not be what the marketer wanted.

Sales promotions are temporary tactics made to stimulate either earlier or stronger sales of a product. This promotional tool has the advantage that the consumers are persuaded to stop comparing alternatives so they may act earlier than other ways to buy the product but often sales promotion are for a short period of time and some times too much promotion in a little time could damage the image of a company and it´s product.

Personal selling is an important channel of information. This way of promotion works like that: a qualified person informs the objective customers about the product that a company offers. This has the main advantage that can explain about the product with details and the costumer can ask questions and receive the answer at the moment, but the problem is that it could be too expensive in relation with the amount of people that finds out the product.

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