Companies beside developing a good product (or service), pricing it attractively and making it attractive to their target market, they must use various promotional tools to generate sales.
In first place, at the growth stages of a product life cycle producers have to inform potential consumers about their product existence, advantages and so on. To do this, as they are a clear matter of promotion producers must take into account the “four Ps” (product, place, promotion, and price). Depending on the budget, marketers have to decide which tools – advertising, public relations, sales promotion or personal selling to use and in what proportion.
Firstly, advertising underline text informs consumers about the existence and benefits of products and services and attempts to persuade them to buy them. They are many types of advertising but the best one is the “word-of-mouth advertising”. Usually companies tend to use the services of large advertising companies because they have more resources and more knowledge about all the aspects of ad than a single company. On the other hand, and also has disadvantages for example that they tend to be expensive, people can get tired and irritated from a continuously repeated ad and also they can transmit a wrong message.
Secondly, public relations is concerned with maintaining, improving or protecting the image of a company or product in any medium read, viewed or heard. The most important characteristic of public relations that can be seen as an advantage is that you don’t have to pay for the publicity done for your product. More over, research shows that people are more likely to read and believe publicity than advertising. But unfortunately, companies cannot control what is said or written in the mediums used for the public relations tool.
Thirdly, sales promotions are temporary tactics designed to stimulate either earlier or stronger sales of a product. Some examples are: free samples, coupons, price reductions.
Sales promotion in general strength brand loyalty and gain entry to new consumers.
Finally, personal selling is often the only person from the company that customers see. Its advantages are that the majority new product ideas come from customers via sales representatives and that a direct relationship is established with the consumer. Its disadvantages are that it is the most expensive promotional tool and that it is generally used sparingly.

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