Promotion policy (communications)

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The company's communication policy answers the question of how to promote goods or services to consumers. By promotion we mean any actions of the company aimed at informing potential clients, stimulating them to make a purchase decision, working with objections, etc.

The choice of certain promotion tools depends on the characteristics of a specific product or service. If a company manufactures industrial and technical products or sells expensive goods, then henan mobile phone numbers database personal sales are suitable. If we are talking about mass-market products, then advertising is usually used.

Also, depending on the stage of the product life cycle, marketers can use different promotion methods. When a product is just being introduced to the market, it is better to use advertising and exhibitions as marketing tools. During a period of sales decline, it is worth paying attention to sales promotion and focusing on personal sales.

The following main directions are distinguished in communication policy:

advertising;

PR, image and public opinion creation;

sales promotion;

personal selling;

direct marketing.


Advertising as a marketing tool
In marketing theory, advertising is understood as a paid, one-way, non-personal, indirect communication that is aimed at promoting goods, services, and ideas and preparing a potential client to make a purchase.

Let's highlight the main features of the advertising message:

Fee-based. The advertiser pays for services to place advertisements about his products or services.

Unidirectionality . The information message is transmitted from the advertiser to the potential consumer. The effectiveness of advertising is assessed by feedback - whether the consumer buys the product or not.

Impersonal nature. The advertising message is not conveyed to a specific person, but to the company's target audience.

Indirectness . Transmitted not directly, but through various information channels.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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