(2) Advertising1
廣告促銷
"People don't buy products they don't know，"says Martin.He adds："Our job is to be sure that people or companies who should be buying our products know about them."Martin explains that he is advertising manager for the company.But，he adds，he and his staff do more than just advertise the company's products."We sell what we call the image of the company and the quality of the products it makes，"Martin states.He goes on to explain that his department's job is to be sure that customers and prospective customers2 know the company's name and product.
It is important to sell the image of a company and its products.An image is what people think a company or product is.Images come from what people hear or read about a company and its products.
Steve agrees.He says that it is very hard to call on and to sell to prospects (prospective customers) who have never heard of the company."People are afraid to buy products from you if they've never heard of them and don't know about your company，"Steve says.
That doesn't happen to Steve very often.Steve says that almost all the people he calls on have heard of his company.Most of these people know about the kind of products the company makes."This is the way it should be，"Steve feels."If my prospects and customers know who we are and what we make I can spend all my time talking about what they need and how our products can help".That's salesperson's job."It's easier to sell to friends than to strangers，"Steve continues."Advertising and other promotion programs3 make friends for us."
Martin agrees.He says it takes more than advertising to be sure people know about the company and its products.Advertising is just one of the "media" used to tell the story about the company and its products.The company uses many media."Media" is plural；it means more than one "medium."