What different ways can companies use to promote their products or brands?
What are the characteristics, advantages and disadvantages of each?

Companies use different ways to promote their products or brands and convince consumers to buy them.Advertising is very used in marketing and it is considered one of four promotional tools.The others are sales promotions, public relations and personal selling.

Advertising is any paid form of communication of products or services.There are different ways such as billboard posters,cinema,radio,sponsorship,classified ads..but the best form is probably word-of-mouth advertising.It is intended to persuade and to informe.The two basic aspects of advertising are the message and the medium (how you get your message across).
On the one hand,how much to spend is always problematic so companies use different methods.On the other hand,excessive advertising can produce the rejection of the product.However,it is necessary for launching new consumer products.

Personal selling refers to oral communication with the intention of making a sale.One characteristic is that it is interested in developing a relationship with the potential buyer.It is the most expensive promotional tool but it´s an important channel of information.It is usually used with the attempt to "close the sale" (not with potential customers)

Sales promotions are temporary incentives to customers or to the distribution channel to stimulate sales of a product.They can be aimed at dealers,retailers and also at the sales force.It can be more effective with few consumers because they need much information about the products although these tactics are ususally used when products began to be replaced by new ones.

Public relations is the communication of a brand.The most important element of PR is publicity which is any mention of the products without paying for the time or media space.One ot its advantages is that it has a huge impact on public awareness.

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