One of the main aims companies wish to achieve is to continuously promote their products and brands to acquire a greater amount of customers. To do so 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 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 a non-personal way of communication which aims to persuade potential consumers to purchase a product. Advertising can take place in different media channels: newspapers, magazines, television, radio, emails etc. It’s able to reach a big target market which increases the amount of consumers, as well as increasing the notoriety of the brand's name. In addition, it has a great persuasive power, as consumers feel they need it. However, it’s expensive, companies usually have to pay high costs to get their advertisements. Furthermore, advertising has legal restrictions, companies have to follow.

Secondly, sales promotion consists on increasing sales by means of price reductions, free samples, competitions etc. It has benefits such as increasing the attraction of people to your store and helps in selling certain stock products. The major problem is the time length is temporary.

Thirdly, personal selling, takes place when a representative from the company spreads information about the product, sells it and provids assistance with possible technical problems customers may have. On the one hand, it increases the chances of consumers being convinced of buying the product and solves any questions they may have. On the other hand, it’s expensive and customers only see the sales representative, therefore it may affect in their final decision, based on the person’s physical appearance or way of being.

Finally, public relations focuses more on the product’s public image. The most important element is the publicity, it’s any mention of the product, either read, viewed or heard. The main benefit is 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 variety of ways to promote their products, they should take into account their budget and specially the advantages and disadvantages of each method.

No mark given.

Unless otherwise stated, the content of this page is licensed under Creative Commons Attribution-ShareAlike 3.0 License