ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION
To successfully reach as many costumers as possible businesses need to promote their products. One tool of promotion, which has resulted the most popular among the business world is advertising. Advertising is typically very expensive. Every year the expenditure of one company for advertising increases by a significant percentage. Nevertheless, it is still widely used because it often brings about satisfactory results.
However not all companies use advertising to promote their business.
Zara is one of these companies that is successful without using advertising. The money that would be spent on billboards and TV commercials, Zara uses it on new merchandise and new technology. The new technology enables the retailer to launch new products quickly: there is a new line in each store every two weeks. The products are appealing to a large variety of people (different genders, styles, ages, cultures etc.). Also the prices are not too high, making them affordable for most of the people. The way in which the product is presented to the public, the time in which it is available, the quality of the product and the convenient locations of the stores are the only way of promotion for Zara. This strategy has been proved to be a very successful, seeing that the net sales are increasing every year.
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