Promotion is the way companies diffuse their products or brands throughout the market. This concept is characterized by the four main promotional tools, which are: advertising, sales promotions, public relations and personal selling. Achieving a correct development of each of these characteristics, the probability of a product (or brand) to settle down in his corresponding sector will be greater.
Firstly, public relations diffuse the image of the brand, upholding, meliorating and defending it, having publicity as its main element. Publicity is any reference to products, however not paid for in any medium. Sometimes, companies try to call the attention towards a product using stories or informing in news media. Publicity, rather than advertising, has the advantage of being able to cause a greater consciousness. Another advantage is the credibility customers have in favour of publicity rather than in advertising.
Secondly, sales promotions are seasonal strategies companies configure in order to excite the sales of products. Free samples or price reductions are the basic sales promotions, resulting in an advantage in the sense that the product is offered at a lower price or even free but a disadvantage because the product is usually old-fashioned. Further on, dumping is a practice that has the disadvantage of selling below cost price, but the advantage that most customers will finally buy other products which do not fall in the dumping practice, and so the company will still gain.
Thirdly, personal selling is the most uncommon promotional tool; its expensiveness makes it challenging and a disadvantage in relation to the other tools. However, not only disadvantages move along with personal selling. Research has confirmed that many new ideas are born by customers with the help of sales representatives. Also, giving the customer personal assistance supposes an enormous advantage.

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