Prioritizing Promotional Options for Sesame -Products in Gorgan and Sari Cities

Extended abstract
Introduction and

The activity of distributing sesame products has a high risk due to the lack of complete knowledge of consumers in different regions of the country. One of the methods of informing about the benefits of the offered products is advertising, which, if successful, leads to a reduction in the risk of the activity and, as a result, improves the business related to the distribution of these products in the country. But success in advertising depends on choosing the type of advertising and information.

In this research, considering different criteria in prioritizing advertising tools and using the analytical hierarchy process (AHP) method, advertising criteria, and advertising tools were ranked.

Based on the results, the criteria of trust building, audience coverage, and the possibility of product testing were ranked higher than the criteria of cost, advertisement life, and advertisement effectiveness. Also, broadcast media, person-to-person marketing, and print media are three tools that have a higher priority according to experts.

Results showed that sales managers and suppliers of sesame products, considering the quality level of the product should use broadcast media in the field of introducing this product. Because this work covers a large part of the audience and compared to other advertising tools therefore, it is more effective. Of course, due to the high cost of broadcast media, they can use one-to-one marketing tools because it allows the customer to use the product as a sample test and create a measure of trust in the consumer.