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Secrets Of Promoting Your Products by Basit002(m): 10:39am On Oct 04, 2016 |
This encompasses everything to do with the way
an organization communicates persuasively with
people to influence them towards making a
purchase. Marketers use many different tools to
promote their products and services. Promotion is
sometimes seen as the most important part of
marketing; certainly it is the most visible, with
elements of it
advertisements, posters and so on – all around. It
should be known that even the producer of the best
product or service will do no business if no one knows
it exists. Similarly promoting a bad product is
certainly the fastest way to kill it. The
combination of promotional tools an organization
uses is referred to promotional mix.
1. Advertising: This is paid non personal
communication through various media by
organizations and individuals who are in some
way identified in the advertising message. The
medium of advertising include; television, radio,
handbills, billboards (electronic and non-electronic),
newspapers, magazines, music and internet. The
best medium is a function of the product being
advertised and the target customers to be
reached. Generally speaking, securing airtime for
advertorials in television is quite expensive for
most small businesses. Radio jingles and handbills
are fairly more affordable and fit into local
advertising. Advertising is carried out with the
followingobjectives in mind: informing potential
customers of a new offering; increasing the
frequency of purchase; increasing the use of a
product; increasing the quantity purchased;
increasing frequency of replacement; presenting a
promotional programme; bringing a family of
products together; and making the organization
behind a range of offerings known. In summary,
advertising can help promote a business but it is
important to be aware that it has its limitations.
Some small business owners believe that if their
business is failing they can advertise their way out the
problem. Sadly, this is not the case because
advertising cannot force people to buy unneeded
goods and
services. If the business is in the wrong market
advertising will not be able to help.
Furthermore, it cannot improve an
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