Promotion, personal sales and encouragement of sales - the main catalysts of modern business

The main purpose of the communication policy is to influence the market to change the attitude and behavior of the consumer to the brand and the company's production in order to turn them into its customers. This main goal can be decomposed into a number of sub-objectives derived from the state of the market, the position of the company, the current and expected actions of the competition, the specific brand and the product policy of the company. Communication, and in particular, advertising purposes are secondary and derived from commercial purposes. When establishing the specific objectives of advertising communications, account should be taken of the impact hierarchy model showing the medium and long-term objectives. The purpose of the report is to present relationships ‘promotion-personal sales` and ‘promotion-encouragement of sales`, as well as to outline their role into modern business