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Every company have to promote their products and brands, so that everybody will know its existence. This is the most important thing that a company should do if it wants to obtain important sales and profits. Companies have to offer products or services, show them in an attractive way, and make them accessible to the costumers, to do this they have to use some promotional tools. The most important are: advertising, sales promotion, public relations and personal selling.

Advertising: is very important both in consumption products and in the industrial ones. Its objectives are: obtain noticeable brand, memory of the advertising, identification of the product, attitudes, preferences and motivations. Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. Most of the companies prefer agencies because of their knowledge and resources. But on the other hand, there is a problem; is too expensive, and also it becomes ineffective because after a period of time people do not notice ads anymore.

Sales promotions: it acts over the product/brand, modifies temporary the offer, offers additional advantage for the consumer with the objective to increase the sales with different tactics inside and outside the sale point. An advantage is that can be aimed at the sales force, distributors, dealers and retailers.

Public relations: it is related with maintaining, improving or protecting the image of a company or product. The most important element is the publicity. This is a good option because of the better impact and the lower cost.

Personal selling: is the most expensive promotional tool and is only used as a complement to advertising, this is a disadvantage, but sales people have also an important function, they spread information and talk with the costumers, helping them with problems and needs.

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