mobile marketing. Advertising is considered as an important tool for marketers to
create awareness and attract interest of many viewers due to its high level of
exposure. Advertising may encourage viewers or target market to conduct an impulse
purchase when exposed to the ads or research for more information regarding the
product.
Personal selling involves sending a representative of the company to meet consumers
personally in hoping it would influence them to make a planned and impulse
purchase. It is required for marketers to have a thorough understanding of their
consumers in order to perform personal selling (Kotler, Armstrong, Saunders and
Wong, 2002). Since an impulse purchase often involves emotions and feelings, this
promotional tool would be ef fective for marketers as the intensity of psychological
factors are often at a higher level when it involves a personal interaction. Sales
promotion involves giving incentives to consumers in order to increase sales in the
short term and help companies to create and maintain long term relationship with
their consumers (Kotler, 2002). Sales promotion might involve giving consumers
discounts, free samples or coupons that would encourage them to try the product and
make an impulse purchase.
Public relations involve a situation whereby a company or a product gets promoted in
a healthy way and the company receives it without paying any amount unlike the
other forms of promotion. Public relation helps a company to build awareness and
positive brand image in the minds of the consumer sue to its credibility factor since
consumers see this promotion as news rather than advertisement efforts from the
company to increase sales (Keller, 1998). Direct marketing involves creating a
relationship with the prospect or target consumers in order to receive direct feedback
which would enable the company to customize or transform the product offerings to
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