Every company has sometime thought of using promotion to advertise its products among people. Because products need to be promoted to be known and to be sold. Therefore potential customers must be informed about the product's existence, its features, its advantages, and so on. All according to the 'Four Ps' formulation of the marketing mix (product, place, promotion and price).

Marketers often have to decide which tools they want to use to promote their products.

On the one hand, advertising is aimed at getting a product, and it's desired image. The first decisions in advertising relate to the product and its image. The next decisions relate to the media and the cost comparison and return on investment. Advertising needs four things: message clarity, impact, marketing power and placement. It is also aimed to draw attention to a person, product, organisation or event. To use advertising we have to know five guidelines:

- Too much advertising is not good.
- The important feature is not how much advertising is put out, but how much is absorbed.
- The journalist has to be convinced.
- Effective advertising comes through effective long term planning.

Personal selling consist on a face to face selling, or 1-to-1. The main advantage of this method is that it is the most effective form of promotion, in terms of the percentages of converts. Personal selling is generally only used as prospecting for customers spreading information about a company’s products and services. But it also has disadvantages, for example the cost of developing and maintaining the sales force. Is the most expensive promotional tool. Just as it takes a lot of ability to unify the messages.

On the other hand, internet and interactive media serves as 'www', e-mails, online databases, search engines (like Google or Yahoo), etc. The internet allows communication both to and from customers (this is one of the best advantages); also allows sales to be independent from a physical presence (i.e. Apple Store), just as organisations to collect certain information about their audience's (preferences, attitude…) and to customise the offering to their audiences.

The disadvantages of one of the best tools to promote a product are the measurement, the technological limitations (like speed of access, long download times, bad interfaces) and the amount of information available on the internet.

Other promotional tools are direct marketing, promotional licensing and sales promotion. The first one is a system of marketing by which organisations communicate directly with target consumers to generate a response or transaction. But it has problems such as it needs to have well maintained and accurate databases, and must be well targeted and personalised.

The second one, promotional licensing, is used through a name or a logo to promote products or organisations.

And finally, sales promotions. It consists on any creative idea that increases sales, interest, awareness or improves a corporate image, such as free samples, coupons and price reductions, among others.

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