Promotional Strategies Essay Example | Topics and Well Written Essays - 500 words

Promotional Strategies - Essay Example Promotion of a product involves the achievement of two objectives, and that is to provide information of the product to the targeted market, and to effectively persuade the targeted market into purchasing the product. Advertising is extremely useful in reaching any message put to any targeted market, while its relative impact on persuading the targeted market into purchase is low. Yet, it does both, and this is true for any product and in any sector of industry making it the effective form of promotion for all products. The primary advantage of advertising is that it is the least expensive in terms of per individual cost and less time consuming in spreading consumer behavior oriented information on a product to any target market, when compared to personal selling. Such messages can be got across to the targeted markets through different forms of media and the Internet quickly, and at much lower costs than what it would take a team of sales representatives to achieve. The advent of the Internet has provided a means for advertisement at even lower costs than conventional advertisements through print and television media (1). Words and images used in advertisements can trigger consumer positive reactions in wide target markets, even spread across the globe at a relatively low cost, and in very quick time (2). The disadvantage of advertising lies in the impact that it can create in the target market. Therefore deliberate planning must go into the creation of an advertisement, with extreme care being taken in the words and images used. An advertisement is like an arrow. Once it is let loose it cannot be called back, and if the message it carries creates negative feelings of either the product or the business enterprise involved in it the consequences will be disastrous. This is particularly true when products are marketed globally, and advertisements used for their promotion. Care has to be taken see