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Today competitive markets force companies to promote their products or services in order to inform, persuade, or remind target-market members. Companies can promote themselves by 4 different ways: advertising, personal selling, public relations and sales promotion.

Advertising is a paid nonperson message communicated to a select audience through a mass medium. Advertising can reach from small to large target group. There are a lot of ways to advertise your products, for example: an expensive one will be a sponsor on Formula1 cars, a cheap one is a sandwich board man; but there are more like hoarding, classified ads, or commercials.

Another way of promotion is personal selling that is a personal communication aimed at informing customers and persuading them to buy a firm’s products. This one is more expensive than reaching consumers through advertising, but this method is often more persuasive. This promotion gives a one-to-one or face-to-face contact with customers.

Public relations are communication activities used to create and maintain favourable relations between an organization and various public groups. Companies use this promotion tool in order to create a good image. A good way for companies to increase brand recognition is by sponsoring special events. Publicity or a press conference also plays an important role in company’s image.

Finally, sales promotion is the use of activities or materials as direct inducements to customers or salespersons. Some of sales promotion aims are: to attract new costumers, reinforce advertising, increase traffic in retail stores, or to end with reseller inventories. There are different sales promotion methods, for example: rebates, coupons, samples, premiums, or frequent-user incentives.

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