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

The main purpose of companies is to sell their products or services; in this context the promotion of the company´s brand is esential. During the introduction and growth stages of products life-cycle, its awareness is a very important feature which will influence the future of the product.
Marketers should perform the best promotional tactics if they want to persuade the customers. There are some tools that they usually use. The first one is advertising, used to make people know about the existence and benefits of the companies products. Eventhough word-of-mouth advertising excel as its non-paid; its usually used institutional advertising which helps to bulid up the products reputation with the disadvantage of being really expensive (as companies use to contract advertising agencies). Public relations are another way of promotion which has the function of improving, maintaining and protecting the image of the company´s products with the benefit of being non-paid. Here the publicity is very important, having a huge impact at the target market. The third way of making your product known, are the sales promotions which consist on free samples, coupons, competitions, price reductions…which are tools used in specific situations to increase the company´s sales. For example, reduced-price packs in supermarkets make people more disposed to buy them as they´re cheap and that way, they dicover your brand. Sales promotions are available in a limited period of time (during the maturity stage of the product´s life cycle) but they have lots of conveniences like improving brand loyalty or the posibilty of established the products at new markets. The last method is the personal selling which eventhough is the most expensive promotional tool, it has many advantages. Here the salesman performed a very important function as he works as a chanel of information .

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