Products can not be sold by itself, even a good and useful product has to be made known to its target customers. Promotion is considered one of the 4P's included in the marketing mix (product, price, place and promotion). Not only is very important to know how to use the four main promotional tools (advertising, public relations, sales promotion and personal selling), but also to measure the importance of each of them related to the product being studied.

Advertising is a paid message which informs consumers about the existence and benefits of products. It has a persuasive and informational influence on the purchasing behavior of the audience although they are very expensive. There are several forms of advertising such as billboards, classified ads, sandwich-board man, TV commercials…

Public relations (PR) is based on maintaining, improving or protecting the image of the company or product specially through publicity, a non paid mention of a company’s product in any media. It’s cheaper, more objective and more credible than advertising, yet you can’t control its information or the target market it reaches.

Sales promotion is a common strategy taken by companies in order to promote either a new product or a product that wants to increase sales using free samples, coupons, price reductions, etc. They are very attractive, encouraging clients to consumption. On the other hand, this tactic can only be temporary, as it can damage the brand name and may raise doubts about the product’s quality.

Personal selling is the most effective way to get closer to customers by selling the product directly to them. Is a good way to give potential customers all the information and opinion about the product. The problem is that it’s the most expensive and since it’s the only person from a company that customers see you must trust him.

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