What different ways can companies use to promote their products and brands? What are the characteristics, advantages and disadvantages of each?
After the launching date of a new product, there is a hard work for the marketing department, because not always a good product directed to a defined target market is a success.
Within the four Ps formulation ( which are combined to promote a particular product) of the marketing mix (Price, Promotion, Place, and Product), Promotion plays a very important role in this stage of the product cycle, which involves besides advertising, public relations, sales promotion and personal selling.
To begin with, advertising is a message communicated to an audience through a mass medium to inform potential customers about product main features, advantages, weaknesses…
Secondly, public relations are aimed to meet the objective of the maintenance, improvement and protection of a brand. Publicity is used as a way to attract potential customers’ attention, having a bigger impact than advertising does.
Thirdly, sales promotion, which appears when products are about to enter in a decline stage, consists of activities used as direct incentive to customers, increasing its incentive to buy the product. There are a lot of methods to encourage consumers or distributors to buy products, since rebates, coupons and samples, till large quantities or off-season sales.
Finally, salespeople have an important role in personal selling, since they are face-to-face with customers and have the ability to spread information about a company’s products, sell these products and maybe assist customers with technical problems.
In conclusion, producers have to make what they can sell rather than sell what they make, as the marketing concept states.

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