Success of Product marketing depends on quality of promotional activities done by marketers
Success and expansion of product markets heavily depends on product publicity.. That means publicity is the essence of product marketing. Various promotional tools are used for promotional activities and marketing of products which include the following:
Advertising is generally used to build a long term impression about a product in the minds of the consumers. The advertising tools include billboards, display-signs, news letter, motion picture, brochure and booklets, posters and leaflets, directories, audiovisual materials, videotapes, print and broadcast ads, etc.
Sales promotion tools are used by marketers to attract attention of the consumers and promote products in various ways which include premium and gifts, contests and games, sampling, fairs and trade shows, demonstrations, coupons, exhibits, rebates, entertainment, customer get-together, etc.
Public relation activities can contribute to the product promotion significantly. Various public relation tools for promotional activities include press release, seminars and meetings, dialogue and speeches, publications, annual reports, special events, company news bulletin and magazine, sponsorship, etc.
Personal selling appears to be the most potential tool for product promotion to the consumers. Personal selling include sales meeting, personal contact, group contact, samples, shows, sales presentations, etc.
Direct marketing has become extremely popular promotional activities in this digital marketing era. Direct marketing tools include direct mail. Tele-marketing, internet marketing, electronic shopping, E-mail, fax-mail, voice-mail, etc.
It shows that various promotional tools and promotional activities impact heavily on the promotion of products to consumers vis-a-vis expansion of market size. The marketers should be very vigilant and smart in selecting specific promotional tools for product promotion including advertising and product publicity in order to become a successful and profitable in the marketing of their products to the consumers