Become Familiar With The Three Promotional Approaches
To reach your customers effectively, you should become familiar with
the distinct promotional approaches of marketing, advertising, and
public relations.
Marketing
encompasses a range of tactics, such as handing out small gifts
bearing your logo, maintaining a presence at trade shows or on the
Internet, and providing superior customer service and product
support.
Advertising,
on the other hand, is simply the process of buying time or space in
the print media or on the Internet, television, or radio. It lets
you say whatever you wish about your product or service.
Public relations
differs from advertising in that you can’t control how or when
information about your company will be presented to the public. But
when your product is mentioned in the news media, it is usually
perceived as a third-party endorsement — provided the context of the
story is positive or at least neutral.
To determine the best form of promotion for your company, you need
to define your budget and goals.
