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Promoting a Product

  • The promotion mix – the ways in which marketers communicate with customers – includes all the tools for telling people about a product and persuading potential customers to buy it.
  • Advertising is paid, nonpersonal communication designed to create awareness of a product or company.
  • Personal selling is one-on-one communication with existing and potential customers.
  • Sales promotions provide potential customers with direct incentives to buy.
  • Publicity involves getting the name of the company or its products mentioned in print or broadcast media.