This is the method of promoting:

·       Availability of adequate resources for the sales force

·       Easy accessible and concentrated markets

·       High unit value for the product

·       Products whose use needs demonstration

·       Suitability of a product to individual need as opposed to general use

·       Introduction of new products in the market

 Forms of personal Selling

Field sales

Showroom selling

Shows, trade fairs and exhibitions

Advantages of Personal Selling

Presents an opportunity to show the existing and potential customers what is available

It offers the prospective buyers an opportunity to see, examine taste and ask questions about a product – and chance of comparing

The questions from prospective buyers are immediately answered

 Immediate contacts are made between sellers and buyers for follow up

Complementary adverts from other mediums e.g. advertising

Seller has opportunity to obtain information about the competing products and promotional strategies.

 Disadvantages

it is an expensive promotional method – especially where a wide coverage and oversees exhibitions are involved.

Energy and time are consumed on talks convincing and demonstrations

Requires cost controls of sales persons

Has limited coverage as it targets a limited group

d) Publicity

Refers to the free advertising whereby the desire for a product is created or boasted by unpaid for features or presentation in the mass-media ( e.g. a feature in press)

These features may be solicited for or unsolicited for but remain entirely unpaid for by the business or a news release sent to studio.

Advantages

Builds the sellers goodwill and image among existing and prospective customers

It involves no costs on the side of the seller

Has a large and widespread reach since it conveyed through media.

Has a high creditability as it is reported independently.

Disadvantages

Unfavorable information may be released unknowingly released to the public

Information released is to the discretion of the media house

It is irregular and short – lived hence my not be effective.

e) Public Relations

The term public relations (PR) when used in product promotion refers to the process of communicating information of an organization product. Policies and actions to specific consumer groups or the public at large;

This is done with the view of creating awareness and a positive attitude towards the organization and the product.

It could also be done to correct misinformation or rehabilitate a spoilt image in order to get a satisfied client.

 It aims at creating a favorable attitude towards the organization in order to promote acceptance.