Answer: When you promote your business, you're engaging in persuasive communication: You want to convince others to buy from you. You must select the right promotional strategy to:
Capture the attention of the right group of potential customers in a credible yet catchy way.
Educate them about your products or services.
Influence them to buy from you.
Advertisements: Advertising is any paid form of media communication. This includes print ads in magazines, trade journals and newspapers, radio and TV announcements, Web-based visibility-building, and billboards. Advertising is a nonpersonal promotional activity because the seller has no direct contact with the potential customer during the communication process.
Personal selling: Face-to-face communication between buyer and seller.
Direct marketing: A form of advertising aimed directly at target customers (usually in their homes or offices) that asks the receiver to take action, such as ordering a product, clipping a coupon, phoning a toll-free number or visiting a store. Catalogs, coupon mailers and letters are common forms of direct marketing.
Public relations: These activities promote a positive image, generate publicity and foster goodwill with the intent of increasing sales. Generating favorable media coverage, hosting special events and sponsoring charitable campaigns are examples of public relations.
Sales promotion: In-store demonstrations, displays, contests and price incentives (50% off, buy-one-get-one-free) are sales promotion techniques.