There are several different ways in which companies rely in order to reach their target audience and promote their products. Its objective it’s not only to inform about the launch of a new product or brand but also to make them attractive and gain the consumer’s acceptance.

Marketing experts have classified the following as the most relevant promotional tools: advertising, public relations, sales promotion and personal selling. However, companies often count with a restricted budget and therefore they have to choose between them.

Advertising is the most popular way to inform about new products. It is characterized for having a wide variety of options and prices. It goes from the effective but extremely cheap word-of-mouth in which the consumer gets to know the product form a relative or a friend, to the expensive sponsorship in sport events or the ads shown on the TV when the audience is high.

Public relations have the role of taking care of the product’s image. The most important mean of PR is publicity. What makes it different form advertising is that you don’t have to pay for it. Unlike advertising, this mean of promotion occurs when your product is mentioned in the media by someone unknown to the company and it has a huge impact on the consumer’s decisions. As it is not controlled by the company it can sometimes end up being negative publicity.

Sales promotions are short-term incentives in order to increase sales. There is a huge variety of options to choose such as price reductions, free samples given at the point of sale, coupons, displays, promotional discounts and so on.

Personal selling is perhaps less used in our times than it was before. It can not be used as a promotional tool by itself but as a complement. It has de disadvantage that it is the most expensive of all the previously mentioned and therefore it is scarcely used.

To sum up, nowadays due to the way our society is developing companies have came to the conclusion that having a good image is more important than developing the actual qualities of their products.

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