About This Chapter
Marcom Tools - Chapter Summary
Unless you are familiar with the field of advertising, you may not know that marcom means 'marketing communications.' Marketers use a wide range of tools to communicate to the public, and this chapter has been created to help you familiarize yourself with those specific tools. In these lessons, our instructors help you understand the different types of marketing, how each type is used, and the benefits and drawbacks of using the different tools available. Instructors will take the time to go over vocabulary words, definitions, and essential advertising concepts. If you have any questions, you can always send those directly to our team of experts. When you finish this chapter, you will be prepared to:
- Describe the differences between advertising and public relations
- Identify reasons companies use public relations
- Analyze how public issues impact modern corporations
- Check out proactive vs. reactive public relations strategies
- Define incentives and ways to implement customer loyalty programs
- Examine institutional advertising
- Explain the purchase process and brand familiarity
- Point out the types of branding strategies in marketing
- Appraise the pros and cons of sponsorship advertising
- Assess cause-related marketing campaigns
- Classify the methods used for product advertising
- Summarize the advantages of celebrity endorsements
1. How Public Relations Is Different from Advertising
Public relations helps companies build more personal relationships with their customers using advertising messages as their foundation. Watch this video to see how public relations creates positive images for companies and products.
2. Why Companies Use Public Relations
This lesson covers the reasons why companies use public relations as part of their promotional mix. Discover different public relations tools that you have likely seen everyday.
3. Public Issues & Their Significance in the Modern Corporation
In this lesson, you'll learn how corporations use environmental analysis and competitive intelligence to keep abreast of public issues and why this is important to keeping their stakeholders satisfied.
4. Reactive vs. Proactive Public Relations: Importance & Example Scenarios
In this lesson, the terms reactive and proactive public relations will be defined as well as providing information as to why they are important along with examples of each.
5. Implementing Customer Loyalty Programs & Incentives
In the competitive marketplace, it can be difficult to build loyalty with customers and keep them coming back to your business. Implementing a customer loyalty program and offering incentives can help build your repeat business.
6. Institutional Advertising: Definition & Examples
Ever seen a commercial expounding the wonders of the oil industry or how pork is the other white meat? If so, you've been exposed to institutional advertising. In this lesson, you'll learn about institutional advertising.
7. Brand Familiarity and the Purchase Process
The brand of a product is like its personality. In this lesson, we'll discuss the different levels of brand familiarity and how they can impact the decision making process.
8. Branding Strategies in Marketing: Types & Examples
The goal of many companies is to sell products or services. But in order to do so, they need to let the public know what they have to offer. In this lesson we will learn about some key marketing strategies.
9. What Is Sponsorship Advertising? - Definition, Advantages & Disadvantages
If you have been to a charity or sporting event, you probably have been exposed to sponsorship advertising. In this lesson, you'll learn about sponsorship advertising, including its advantages and disadvantages. A short quiz follows.
10. Cause-Related Marketing: Example Campaigns & Definition
Sometimes businesses join with social causes for mutual benefit. In this lesson, you'll learn about cause-related marketing. A short quiz follows the lesson to give you a chance to reinforce your knowledge.
11. What Is Product Advertising? - Definition, Methods & Examples
Product advertising is more than just a commercial or an ad in a magazine. In this lesson, you'll learn about product advertising and the various methods used to advertise products through some examples. A short quiz follows.
12. Celebrity Endorsements in Advertising: Definition, Benefits & Examples
Companies have various methods of creating convincing advertising campaigns. In this lesson, you will learn the benefits and drawbacks of choosing celebrity endorsements as an advertising method.
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Other chapters within the TECEP Advertising: Study Guide & Test Prep course
- Overview of Advertising Management
- Overview of Integrated Marketing Communication
- Market Segmentation
- Fundamental Marcom Decisions & Target Marketing
- Fundamental Marcom Decisions & Positioning
- Fundamental Marcom Decisions & Marketing Objectives
- Creating & Assessing Ad Messages
- Media Planning & Analysis in Advertising
- Internet Advertising
- Sales Promotion Techniques
- Ethical, Regulatory & Environmental Advertising Issues
- TECEP Advertising Flashcards