A promotional tool is a Business marketing Communications programme, we have to distinguish between the marketing and promotional mix which are the four main promotional Tools ( advertising, publicity, sales promotion and personal selling)

On first place we have Advertising, which in my opinion is the most important.
Advertising is any paid form of non personal communication of ideas o products in the prime media, for example publicity on TV, radio or magazines ; It has a lot of advantages such as: you can reach a lot of audience and strengthen your brand name, but on the other hand it can sometimes be annoying , its expensive and impersonal.

Another promotional tool we have studied its Personnal Selling defined as an oral communication with potential buyers of a product with the intention of making a sale.
In this case a seller goes door from door or phoning trying to sale its product; the main advantage I found it is that its highly interactive, there is a lot of communication between buyer and seller which gives he buyer the opportunity to have a highly detailed information of the product and solve all its questions, on the other hand we have enormous disadvantages; its very expensive and it isn’t useful for firms which have thousands of important buyers.

The third promotional tool is Sales Promotion which consists on providing incentives to customers or to the distribution channel to stimulate demand for a product.
This causes a quick increase of sales, this makes it a good short term tactic, but if you use it as a long term tactic customers may get used to it and it could even damage the brand image.

The fourth and last promotional tool it is Publicity or Public Relation, this is the communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly.
The fact of coming from a third party makes it more credible but you can’t always control what people say.

These are the main promotional tools we have studied in class.

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