promote 7272

One of the main aims companies wish to achieve is to continuously promote their products and brands in order to acquire a greater amount of customers. To be able to reach this they have to create an awareness of their product and brand among their target audience. Once their target audience has knowledge about the product's existence it will be essential, in order for the company to succeed, to maintain customers' interest in their product and create brand loyalty. To do so companies have to promote their product and brands.
Firstly, advertising is basically a non-personal way of communication which aims to persuade potential consumers to purchase a certain product from a certain brand or service. Advertising can take place in numerous forms in the media such as newspapers, magazines, television, radio, cinema, posters, emails etc. Depending on the company's budget and on their target audience, companies will choose the option which best suits them. It has both advantages and disadvantages. In the first place, it’s able to reach a big target market which increases the amount of possible consumers and their awareness of the product, as well as increasing the notoriety of the brand's name. In addition, it has a great persuasive power, as it increases the curiosity of the product and brand among the consumers. However, it’s also true that it’s quite expensive as companies usually have to pay high costs in order to get the advertising format they wish. Furthermore, advertising has legal restrictions as many companies aren’t able to create their advertisements as they would wish to and in some occasions they may tend to not present a true picture of what the product really is.
Secondly, sales promotion basically consists in increasing sales by means of price reductions, free samples, competitions. It has certain benefits such as increasing the fact of people being attracted to your store and aid in selling certain products which in other circumstances would not be sold. The major problem is the time length it’s benefits are temporary.
In addition personal selling takes place when a representative from the company spreads information about the product and selling it as well as providing assistance with possible technical problems customers may have with the product. On the one hand it increases the chances of consumers being convinced and buying the product and any questions and doubts can be easily answered. On the other hand, it’s really expensive and customers only see the sales representative, therefore as it represents the company it may affect consumers in their final decision, based on the person’s physical appearance or way of being.
Finally, public relations focuses more on the image the product may have among people, where the most important element is the publicity of the product, therefore it is any mention of the product, either read, viewed or heard. The most relevant benefit is the fact that it is not paid for. However, when people are given the opportunity of expressing their opinion about the product it may not always be the correct one.
To sum up, companies have a wide range of ways to promote their products, they should take into account their budget and specially the advantages and disadvantages of each method.

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