PROMOTION

PRINT ADVERTISING: NEWSPAPERS, MAGAZINES, LEAFLETS

BROADCAST ADVERTISING: TV AND RADIO
OUTDOOR ADVERTISING: POSTERS, BUSES, BILLBOARDS WITH FLASHING LIGHTS,
SHOPPING BAGS
DIGITAL ADVERTISING: INTERNET AND SOCIAL MEDIA; WEBSITES AND
NEWSLETTERS
In addition to advertising media, there are several other ways in which companies
promote their products and brand names.
1. PUBLIC RELATIONS: Many large firms have a special department to deal with the
mass media (TV, radio, newspapers etc.). Typical activities include organized visits to
the firm by groups of schoolchildren and events with celebrity guest.
2.SPONSORSHIP: Companies often give financial support to cultural and sports
organizations in exchange for publicity at popular events (e.g. sports competitions,
music concerts, festivals).
This links the company and its products to popular events and helps to build up their
image.
3.PRODUCT PLACEMENT: Films sometimes pay film and TV companies to use their
products, and display their brand names in films and TV shows, not as an explicit ad
but as part of a scene or story. This is called "hidden" advertising PUBBLICITA'
OCCULTA.
4.PERSONAL SELLING: Sales representatives go out to visit customers in their
homes. This is often done as a follow -up to telemarketing (sales representatives
phone people at home).
5.DEMOSTRATIONS AND TRIALS: Sales representatives show groups of people how
a product works or invite them to taste samples, this is usually done inside large
stores or in the street.
6.COMPETITIONS: Buying a product gives customers the right to participate and,
possibly, win prizes.
7.FINANCIAL INCENTIVES: In addition to price discounts and special offers (e.g.,
"Two for the price of one"), firms frequently offer attractive credit terms for more
expensive goods such as cars and washing machines (e-g "Buy now, pay later")
8.TRADE FAIR (FIERA COMMERCIALE): It is a large-scale event in which companies,
often from all over the world, exhibit their products. This is a good opportunity for a
company to expand. Firms who want to exhibit can rent (NOLEGGIARE) an exhibition
space, called a stand, where they welcome visitors and demonstrate their products.
Many trade fairs organize a variety of attractions (cultural, entertainment and
sporting events) to run at the same time as the exhibition and draw attention to it.
Important guest speakers and well-known personalities also attract publicity.
Some advantages:

● Publicize its name and present new products to a wide public;

● Meet potential new customers from many countries in one convenient

location;
● Make valuable contacts with suppliers and other operators in the industry;

● See what competitors are doing and keep up with (STARE AL PASSO CON) all
the latest developments.