4P’s - PROMOTIONS !
The most widely used methods of promotions are advertising and personal selling. Advertising utilizes the media: newspaper, magazines, radio, television, billboard, mail, and yellow pages. Personal selling is done on a person-to-person basis with a customer. Advertising has a several objectives. Among other things, the more important ones are to increase sales, to introduce a new product, or to sustain an establishment business. There is no magic formula for successful advertising. However, the proper way of creating an Advertising is to evaluate the products, services, competitors, and customer. Of course, the last one is the critical factor. Advertisers must be able to identify their customers--- their buying habits, the newspaper they read, and their favorite radio and television stations. Advertising is expensive. Most of all business spend on the basis of what they can afford. In the case of Personal Selling, this is an area where small business has an advantage. In fact, people patronize small business with its personalized customer service. Effective personal selling greatly depends on efficient sales force. Selling skills can be improved by selecting suitable individuals, providing regular and frequent training and granting attractive and fair compensation plan. In contrast, big business gives more emphasis on advertising. It is more expensive if it depends on personal selling. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to...
Please join StudyMode to read the full document