How promotion affects buying and purchasing decisions - Communicating effectvely

A business will need to communicate effectively in order to reach the optimum number of potential customers and in some cases reach an aim/objective of the business. Advertisements on television, in a newspaper and other communications targeted at customers carry the risk that they may not reach the expected audience. Because some customers may have made their own way to the websites the business knows that they are communicating directly with those who are interested in the product or service on offer. For example Eurostar the train service between the UK, Belgium and France sends regular emails to previous customers letting them know about special offers and deals available. Another example is at Topshop they have membership cards and through these they can send emails on when they have a new collection in and if there is any deals on the older collections that they have. they also have mannequins in the shop windows with the latest clothes and accessories on so that it is eye catching to people walking by, and in some of the shops in the UK they have posters in the shop windows in bold colours saying 20% off and there is also sometimes leaflets and posters in fashion magazines so that they can guarantee that they are reaching the required target market.