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The aim of marketing within a company is to promote products and/or brands in order to augment the body of customers. To achieve this, companies have to create certain awareness of and interest in their product or brand amongst their clientele. Promotion is of the essence. In this essay I will analyze different promotional techniques and consider their advantages and disadvantages.

Firstly, advertising, which can be considered a non-personal way of communication, informs consumers about the beneficial features of products and/or service, in an attempt to persuade them to buy it. Advertising can take place in different ways such as newspapers, magazines, television.. Capturing the attention of a target market is very easy through advertising. Similarly, advertising is open to companies with varying budget restrictions. Unfortunately, advertising has a downside, as an excessive advertising can prove counterproductive.

Secondly, sales promotion is used to stimulate stronger sales of a product. This is usually a temporary tactic. This can be achieved through the giving of free samples and coupons, which generally attract price conscious brand switchers, and also boycotts competitors’ promotions. It is, however, expensive to execute and has to be complemented with advertising. It is thus, only in the reach of bigger companies.

Thirdly, personal selling is oral communication with customers in order to achieve a sale. It allows closer collaboration with the customer, who in turn can provide positive feedback for the company. It is, nevertheless, the most expensive of the promotion tools.
Finally, in order to preserve, increase or protect the image the
public has of a company, it uses pr. Publicity is its most important
feature, and it is any free mention of the product.

In conclusion, it is needless to say that the promotion of products or brands is crucial to a company, and is strongly restricted by financial means.

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