Promotional techniques

A company can employ various promotional techniques in order to communicate with the target market, techniques that form the promotional mix.
Depending on the communication means, the promotional techniques can be:
Following, the main promotional techniques used by companies:
  1. Advertising
    Is a form of promoting the products, services and image of a company that is addressed to large numbers of consumers, using the mass media. Depending on the financing, there are:
  1. Public relations
    Are a deliberate and planned effort of a company to communicate to various public categories that might have an interest in the company's activities (customers, investors, employees). The purpose of this in creating a favorable image and a trust climate based on convenient mutual relations. Public relations use various communication channels, from personal channels to mass media. The differences between public relations and advertising are:
  1. Sales promotion
    Uses a wide variety of instruments meant to lead the customer to an immediate action regarding the purchase of a good or service. The main characteristics of sales promotions are:
The main sale promotion techniques are:
  1. Point-of-sale promotions
    Involve the usage of product display techniques, also supported by various audio-video materials, that stimulate the purchasing process of the people visiting the sale point. Even if the point-of-sale promotion is usually employed by detail sellers, it also has a wider application. Actually, each company subsidiary can be provided with materials that inform the customer about the products and services he can purchase in that place. These materials include:
  1. Direct marketing
    Is an interactive communication system with each consumer, using a distance communication mean: catalogs, personal letters, electronic catalogs. The interactivity consists in the option the receiver has to order the product from the catalog, and have it delivered at home.
  2. Personal sales
    Involve the direct contact between a salesperson and a customer, usually at the customer's residence or in public places. The selling process is joined by promotional messages focused on the advantages offered by the product.
  3. Promotional gifts
    Are small presents printed with the company logo or product name, offered to the customer in order to remind him of the product. For example: pens, lighters, ashtrays, agendas.
  4. Internet promotion
    Consists in communication using web sites that will create the virtual company image, present the products, include press releases. The most used Internet advertising means are: banners, pop-ups, newsletters, link to the company website.