Not only developing good products or services is enough for companies to generate sales, but also a good marketing program is crucial. There are four different ways of promoting a product: advertising, sales promotions, public relations and personal selling. These tools are the best way to inform potential customers about the product’s features and advantages.

To begin with, advertising is probably the way of reaching more people, as they are usually paid advertisements on television or radio (where they are often known as commercials), newspapers, mail, etc. Those ads are likely to be very persuasive. The problem is that they are very expensive and for a long time they can irritate people.

In second place, sales promotions are temporary tactics designed to stimulate sales of a product such as free samples, coupons, price reductions, etc. These tactics are very attractive to customers due to reduced prices but they can seriously damage company’s image.

Public relations are concerned with maintaining, improving or protecting the image of a company or product. On the one hand, the main advantage is that it is a cheap way of promotion as publicity is the main element of PR. Publicity is any nonpaid mention of a company’s product. On the other hand, this promotional tool is not under company’s control.

Finally, personal selling is the intention of spreading information, selling products and helping customers with technical problems. This is the most expensive promotional tool but, in contrast, it offers a direct contact to your customers what makes possible to persuade people and give a good brand image.

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