Promotional advertising is one of several advertising tools used to attract interest in a product or service line by offering consumers some additional incentive to make a purchase. Advertising promotion may take on several forms, with the most popular options being offering promotional gifts or promotional giveaways in some fashion. While the process of promotional advertising may mean extra expense on the front end, this approach often helps to establish customer loyalty that keeps the consumer coming back after the advertising campaign is completed.
Promotional giveaways are considered to be an effective approach to promotional advertising. Essentially, giveaway campaigns make it possible for the consumer to receive something for nothing. As an example, the classic “buy one get one free” approach often catches the eyes of consumers who want to get more value for their money. By obtaining two items for the cost of one, consumers are more likely to try products that cost a little more per unit than comparable products. If they find the product is superior in quality to other brands, they are more likely to purchase the product again, even after the promotional campaign is over.
In like manner, promotional gifts are another promotional advertising ploy that provides the consumer with the chance to obtain something without having to pay for it. One application of this approach involves offering some type of attractive good or service when purchasing another product at regular price. For example, if three bottles of barbecue sauce are purchased, the consumer can receive a three pound bag of chicken breasts for free.
This same approach of offering gifts is often used in retail settings to interest consumers in new products. A company that manufactures colognes may offer the consumer a set of sample-sized bottles of newer products along with the purchase of an established fragrance. The manufacturer of a line of golf clubs may offer a package of golf balls when the consumer purchases a new putter. The idea of a free gift for purchasing something that is already desirable appeals to many consumers and will often help to stimulate additional sales.
Another form of promotional advertising involves giving away items with the company logo, slogan, or name on them. These are often free items that are useful in the home or office. Promotional items such as pens, desk calendars, coasters, and even items such as computer bags can be outfitted to keep the name of the company in front of the consumer on a regular basis. This approach helps to increase the chances that the next time the consumer needs a product offered by the company, he or she will call on what is now a familiar company rather than shopping with the competition.
Product advertising is one of the ways that businesses make contact with and retain customers. Promotional advertising helps to support that initial advertising of products by adding another incentive to give the products a try. By appealing to the human desire to take advantage of a bargain, this promotional component of advertising helps to increase the chance for continued success and keep the company in business for many years to come.
