Advertising and any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisers include not only business firms but also charitable, nonprofit, and government agencies.
Developing an advertising program is a five step process:
- set advertising objectives
- establish a budget
- she is the advertising message and creative strategy
- decide on the media
- evaluate communication and sales effect
Sales promotions consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales promotion includes tools for consumer promotion, trade promotion, and business and salesforce promotion. In using sales promotion, a company must establish its objectives, select the tools, develop the program, pre-test the program, implement and control it, and evaluate the results.
Events and experiences are a means to become part of special and more personally relevant moments in consumers lives. Involvement with events can broaden and deepen the relationship of the sponsor with its target market, but only if managed properly.
Public relations (PR) involves a variety of programs designed to promote or protect a company's image or its individual products. Many companies today use marketing public relations (MPR) to support the marketing department in corporate or product promotion and image making. MPR can affect public awareness at the fraction of the cost of advertising, and is often much more credible. The main tools of PR are publications, events, news, speeches, public service activities, and identity media.
