Promotion
The challenged with advertising is overcoming the amount of it that exist in order to have your business message get through the noise or clutter that abounds. When you realize that the average person may be exposed to over 2000 advertisements per day –that a lot of noise. Of course, a great deal of the advertising may be mentally blocked out thereby becoming cost ineffective to the supplier. Creating good advertising is a professional art; selecting the target market is equally important to channel efficiently, not wastefully. It might be gratifying to observe that your business has a TV commercial but can you afford more than a 15 second spot at 3 a.m.? Is your customer there?
Newspapers survive on advertising and people read the papers. Different papers reach different consumers so your thoughts of advertising must include your target market and the appropriate means of communicating with it. Unless you have a thoroughly captive market you’ll be looking at some method of advertising within your application of the Marketing Philosophy.
Promotion
More marketing investment is made in promotion than in advertising. This may be hard to believe when eyes and ears are seemingly bombarded by the several forms of media, but it’s true. Promotions, seminars, public relations, press release, in store support, customer involvements (discount, trial, coupons…) and the many methods of introducing or maintaining, interest in a product. And promotion is a tool that can be utilized successfully when a new, innovative product or business is announced.
Many products are marketed effectively through trade shows or exhibitions. When particular industries provide regular gatherings of members, prospective buyers find it convenient to concentrate their purchasing efforts and selections where they can compare offerings and plan their re-selling campaigns. Similarly the specialized public display; motor car, boat, aircraft, truck and other shows permit business to acquaint the potential customer with product for immediate of future purchase.
