PROMOTIONS AND

ADVERTISEMENTS TAKE A BUSINESS

ONTO THE NEXT LEVEL
The sole objective of a business is to sell products and services to earn profits.
Advertising and promotion help a business to earn profits by enabling more
people to know about the products and services and thus resulting in higher
sales. It is a long-term, ongoing process meant to strengthen customer loyalty,
inform consumers about new products or services, and helps in building a
company's brand image. 

Advertising is one of the most important and visible elements of a

promotional strategy. Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or services by an identified
sponsor. It can be a cost-effective way to disseminate messages, whether to
build a brand preference or to educate people. Due to a large number of
products and services offered by companies, the advertising industry has
become a massive and successful industry. As a result, the competition has
also increased, requiring every organization to promote its products and
services in the best possible manner. The objective of every promotional
campaign is to enable the products to reach the right people by increasing the
awareness about the product, its benefits, and drawbacks. The more people
have responded to the ad, the better it is for the economy and the economical
well-being of society

Advertising can be done with the help of the following media-

*PRINT MEDIA- Newspaper, Magazines, and Handbills.

*BROADCAST MEDIA- Television, Radio, Cinema slides.
*WEB AND SOCIAL MEDIA- Facebook, Twitter, Linkedin, etc.
*OUTDOOR MEDIA- Hoarding, Billboards, Wall/Roof paintings.
*TRANSIT MEDIA- Bus/Rail Panel, Skywriting, Balloons.
*POINT OF PURCHASE(POP)- Posters, Cutouts, Shop signs, Window display.

Advertising information has a significant impact on the formation of the

consciousness of each individual. When advertising is addressed to
consumers, besides the promotion of a product, it also :
-helps to form ideological values of the society and at the end affects the
character of social relations
-causes consumer instincts, encouraging people to improve their financial
state
-improves the culture of consumption. Comparing different products and
services, the consumer, in any case, tends to get the best.

Promotion, on the other hand, is typically a short-term marketing strategy

used to increase sales through the use of immediate customer incentives
(motivations). Business promotion is an active process that needs to be very
closely scrutinized for obtaining the best results.

Promotion and advertising are the voice of a company that sends out a brand’s
message loud and clear to the audience. The advertising and promotion
objective should emerge from a thorough analysis of the current marketing
situation. If the product class is mature, the company is the market leader, and
brand usage is low, the objective is to stimulate more usage. If the product
class is new, the company is not the market leader, but the brand is superior
to the leader, then the objective is to convince the market of the brand's
superiority. With the use of various media including print and digital
platforms, it’s easier than ever to get promotions out into the public eye.
Information about a brand and company should be consistent throughout any
promotion so that it will naturally build on the brand's awareness. Promoting
a new offer or a new product is a key way to drive traffic to a business site.
The target market of an organization requires to see new content consistently
to keep them interested and engaged. If a company promotes the same thing
over and over, the customers will disengage and become inactive to the
marketing efforts. Keeping the customers updated, making them feel special
by giving them something exclusive. Promotion can be used as a strategic tool
in communicating a company’s corporate image and its product/service
benefits. This has important consequences both on an internal and an external
level. As consumers increasingly gravitate towards companies with whom
they feel comfortable, it becomes important to secure that the overall image
projected by the organization is favorably received. This calls, in turn, the
development of a cohesive communications program within the organization
to ensure that all people working for the company completely understand the
organization’s goals and ambitions and externally to present the company in
the most favorable light. 
Before deciding the promotional and advertising strategy, the company has to
keep in mind certain parameters. They are-
1. The nature of the product or the services offered by the firm is another
factor that will determine the promotion strategy of a firm. Certain
products are standardized and their promotional themes are also
standardized. 
2. Financial resources of the firm may have a serious constraint in
deciding the promotion policy. A firm, not having sufficient financial
strength, cannot use a strategy involving a heavy expenditure. As
against this, a firm having a good financial background may use any
method which may prove useful to the firm.
3. Availability of media.
4. Finally, the firm should evaluate the environmental factors like the level
of economic development of a country, the disposable income of the
people, consumer’s preferences and attitudes towards advertising and
sales presentation, competitor’s promotion strategies, and the legal
requirements of a given market.

Example- 

Coinbase is digital currency exchange and wallet that makes it easy to buy and
sell Bitcoin Cash, Ethereum, Ethereum Classic, and Litecoin. This ad uses a
snapshot of the app to give the audience an idea of how the app looks and
works, piquing their interest. This way, leads have a visual idea of what to
expect before they download the app.
Even if your product deals with complex information, by offering visuals of the
app early in the sales funnel, you can help to minimize concerns leads might
have about using it. There’s always going to be a learning curve with a new
product, but the earlier leads feel comfortable with it, the better your chances
are of making a sale. 

Businesses must make use of the right media tool to target their customers.
These days, when social media is the most effective tool on the online
platform, promotional strategies need to extend beyond radio, television and
print. It should also be unique, different and innovative to steal the game from
the competitors.