Promotion is a part of the marketing mix that concerns with communicating value to the target market. The two most popular ways to promote are through advertising and sales promotion. Unbeknown to others, there are other ways to promote business or products other than advertising and sales promotion. Another way of promotion is public relations.
Public relations is improving company image in its public. This is where social responsibility comes in. Companies give back to the society to show that they are socially responsible and at the same time to improve their image. Some donate to charitable institutions, conduct philanthropic work like feeding programs, reach-out programs for the poor, clean-up drive to name a few.
To create publicity, companies also organize some roadshow presentations to disseminate information. Others join trade shows to showcase their services. Promotion like this also involves some sort of advertising. Companies use trade show displays where products are printed in a striking manner. Vinyl banners are also used to convey the company’s advertising message.
Public relations is as important as advertising and sales promotion. It is a matter of choosing the most appropriate promotion mix depending on your marketing budget. A combination of two or three will do for your company’s success.
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