Companies have to produce good products or services, to achieve that the products have a good price, and make them accessible. But the most important part is promoting a product.
In marketing you have to consider that there are four standard promotional tools: Advertising, sales promotions, public relations and personal selling.
A very important point of promotion are the “Four Ps” (product, place, promotion and price), you need to study these “Four Ps” because after studying them you decided which tools you have to use and in what promotion.

Public relations is concerned with keeping, improving or protecting the image of a company or product.
Publicity can have a huge impact in the consumer this could not be achieved by advertising without an enormous cost. In general people prefer to read and believe publicity than advertising.

Advertising informs consumers about the existence and benefits of products and services, and tries to persuade them to buy them.
Is true that the advertising is in general more expensive, probably the best form of advertising which doesn´t involve a cost is word-of-mouth advertising, because when people tell their friends about the benefits of a products or services you don´t spend any money and think that all you are hearing is true.
There exists a lot of advertising media, for example TV, billboards, magazines etc.

Sales promotions such as free samples, coupons, price reductions, competitions and so on, are tactics used by companies to increase their activities in selling a particular product.
The sales promotions are a way of attracting consumers, but the negative part is that they are only are for a short time.

Personal selling is the most expensive promotional tool. They spreading information about a company´s products and services, selling these products and services, assisting customers with possible technical problems etc. They have an important function in the company.

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