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Companies have at their disposal four ways to promote their products, to know which to decide, you should know the advantages and disadvantages.

The first way is advertising, which suppose that the companies have to develop good products or services, price them attractively and make them accessible to their target customers.
During the introduction and growth stages of the standard product life cycle, the producer has to inform potential customers about the product’s existence, its features, and so on.

The second way is a sales promotion, such as free samples, coupons, price reductions, and so on, are temporary tactics designed to stimulate sales of a product. From reaching the maturity stage of the life cycle until entering the stage of decline, marketers can try out a number of promotional strategies and tactics.
Sales promotions can also be aimed at the sales force, at distributor, dealers and retailers.

The third way is public relations which concerned with maintaining, improving or protecting the image of a company or product. The most important element is publicity which is any mention of a company’s products that is not paid for, in any medium read, viewed or heard by potential customers, aimed at assisting sales. Publicity can have a huge impact on public awareness that could not be achieved by advertising, or at least not without an enormous cost.

Finally the last way is personal selling, which is the most expensive promotional tool, and is generally only used sparingly, e.g. as a complement to advertising. Since they are often the only person from a company that customers see, they are an extremely important channel of information.

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