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Ch 11: Marcom Tools

About This Chapter

To find out more information about the uses and applications of marcom tools, take a look at this chapter. Studying with our lesson materials is convenient, because our mobile-friendly platform lets you review these advertising topics at home or while on the go.

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

12 Lessons in Chapter 11: Marcom Tools
Test your knowledge with a 30-question chapter practice test
How Public Relations Is Different from Advertising

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.

Why Companies Use Public Relations

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.

Public Issues & Their Significance in the Modern Corporation

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.

Reactive vs. Proactive Public Relations: Importance & Example Scenarios

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.

Implementing Customer Loyalty Programs & Incentives

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.

Institutional Advertising: Definition & Examples

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.

Brand Familiarity and the Purchase Process

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.

Branding Strategies in Marketing: Types & Examples

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.

What Is Sponsorship Advertising? - Definition, Advantages & Disadvantages

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.

Cause-Related Marketing: Example Campaigns & Definition

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.

What Is Product Advertising? - Definition, Methods & Examples

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.

Celebrity Endorsements in Advertising: Definition, Benefits & Examples

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.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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