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Advertising, Sales Promotion or Public Relations - Term Paper Example
Pages 4 (1004 words)
Advertising,sales promotion and public relations are the main tools of promotion for companies whereby they communicate with customers to achieve their corporate goals.The four elements of marketing are product,price,place and promotion…
It is thus important to examine the interaction of these elements and how a company can make a successful marketing strategy by interconnecting the different elements of promotion and marketing. This paper will analyze the significance of advertising, sales promotion and public relations and their role in allowing companies to achieve their organizational goals. Advertising, Sales Promotion and Public Relations Advertising is understood as different forms of paid promotion and communication strategies for products and services. Sales promotion is a marketing tool that is used to increase sale of goods and services in the short term. While advertising focuses on creating a reason for consumers to make purchases, promotion focuses on creating incentives so that consumers make purchases. The incentives for consumers could be in the form of samples, free trial offers, gift coupons and demonstration of products by company representatives. Sales promotion activities are carried out to attract new customers, give rewards to current customers or to enhance consumption by infrequent users. Sales promotion uses strategies to target customers that are prone to switch brands and these activities are selected in keeping with the over all marketing objectivities of the firm. The selection process of promotional tools considers competitive responses, budget, target audience and the tool’s objective. ...
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