Product Component Dimension of Product Quality

20 a. Advertising Advertising is all forms of non-personal presentation and promotion of ideas goods or services by the corporate sponsors. kotler, 2008. Advertising can be used to build long term image for a product and on the other hand also can speed up sales. Adversting can efficiently reach many purchases that spead out geographically with a low cost for each apprearance. kotler 2008. b. Publicity and public Relation According to Rismiati and suratno 2001 publicity is some information about people, goods or organization that is prepared in the editorial room of a media free of charge to be read, seen or heard by the customers or potential customers with specific intent to achieve sales goals.Publicity is usually done in the form of news or editorial commet about the product or services from the company. Publicity and public relations functions as a mediator between the company and society at large. Public relations aims to build a good relationship with a pleasant generate publicity, enhance a good corporate image, addres or eliminate the rumors, stories and events that are not pleasant. The appeal of public relations and publicity is based on three special properties: 1, Credibilty, 2 ability to capture buyes that are not 21 targeted previously, and 3 the ability to dramatize a company or product Rismiati and suratno, 2001. c. Personal selling According to shimp 2000: 56 personal selling is form of communication between individuals in which the salesperson or salesperson to inform, educate, and make persuasive to prospective buyes for buy products or services. Sales of personal is the most effective tools in advanced stages of the buying process, especially to build preference, beliefs and action of the purchase. kotler, 2008. d. Sales promotion Sales promotion are short-term intensive offerd to customers and intermediaries to stimulate the purchase of product lovelock and wright, 2005: 73. Sales promotion consists of all marketing activities that try to stimulate the action of the rapid purchase of a product or the purchase in a short time.Sales promotion is directed both to the trade and consumers, Kotler 2008:64 , cites three benefits of sales promtions as follows: 1. Communication tool Sales promotion attract attention and provide information that can guide consumers to the product concerned.