Advertising and publicity tactics!
Advertising and publicity tactics are usually required. Why? Because no matter how
good the product or service, there will be no sales if the potential buyer or prospect
has never heard of it, the 14514t192o refore could not buy it. So as an organisation your main
object is to make your product known to the prospective market, and what's more,
make it more desirable than competitors products.
Some marketers believe that advertising and publicity works automatically and should
be used in every marketing situation, which is untrue, as advertising can be very
expensive. No company has unlimited resources to spend on advertising, just as no
firm has unlimited resources to spend on other tactics.
No matter how great the product is, No amount of advertising can ensure the sale of a
product, only aid it. Advertising can never force a consumer into purchasing products
or services that are not really wanted. Therefore the product must live up to its
advertising or publicity claims, as advertising may be the reason for the purchase,
however if the product does not meet its requirements the consumer will not purchase
the product again.
Five key issues will determine wether your advertising or publicity will be successful
The answers to these questions depend on your overall advertising and publicity
objectives, your target market and certain broad alternatives for reaching the
advertising objective.
Promotions importance is also evident from the expenditures and jobs in this area.
The worlds 50 largest advertising agencies have annual billings of $20 billion. The
International Advertising Association has 3,200 members in 90 nations. In the USA
alone, retailers spend $8 billion, Automakers $6 billion and industry firms $120
million on media ads each year. 14 million people work in sales, 320 billion coupons
are given out annually and 145000 firms partake in trade shows and exhibits yearly.
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