In today business, by just having a good varieties of product is not sufficient to accomplished great result. There is no use by having a very good product when no one knows about them. This is when promotion comes in, to describe any activity by a business for informing, influencing and persuading customers. In a nutshell, promotion is all about companies communicating with customer. In total there are four key elements in the promotional mix which is advertising, personnel selling, sales promotion and public relations tools. No matter how good a strategy or a plan is perform; advantage and disadvantage are surely to exist. The main purpose of conducting this literature review is to precisely identify the advantages and disadvantages of the four elements.
One of the most popular promotional elements that company usually us is the advertising, but before we look into the pros and cons of this element. We first have to study its definition, what really is advertising? According to tutor2u® advertising is any paid form of non-personal communication of ideas or products in the "prime media". Examples are television, newspapers, magazines, billboard posters, radio, and cinema. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across). After looking at the definition, we move on to the pros and cons of this element, first of all if u plan to reach out to a wide range if audience then advertising is the best choice. Advertising is very useful in the beginning of a product life cycle; this is because it helps a lot in building brand awareness. Although it enables company to reach out to a wide audience but advertising are unable to persuade customer to make the final purchasing decision. This is because advertising is a one way communication. Only buy advertisement itself, it is not possible to answer all customers question. In...
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