It is not enough to have a good product. Companies need promotional strategies that can consist of:

[?]: Is any non personal paid form of communication using any form of mass media.

[?]: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.

[?]: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.

[?]: Selling a product service one to one.

[?]: Is the sending of publicity material to a named person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to £18 bn a year representing 11.8% of advertising expenditure ( Source: Royal Mail 2000). Organisations can pay thousands of pounds for databases, which contain names and addresses of potential customers.