About This Chapter
MTTC Marketing: Role & Impact of Promotion - Chapter Summary
Prepare for the MTTC Marketing Education exam with this chapter's video lessons on the importance of promotion within marketing. Our experienced instructors can help you review the four parts of the promotional mix as well as examine consumer awareness and the differences between trade sales and consumer sales promotions. Additional topics covered in these videos include:
- Promotion's function in the marketing mix
- Consumer communication process
- Promotion goals
- The promotional mix
- Types and effects of advertising
- Creating an advertisement
- Design principles in marketing
- Public relations
- Consumer and trade sales promotions
This chapter includes both short video lessons and corresponding text transcripts, which makes it easy to review concepts that you'll find on the MTTC Marketing exam. Our helpful instructors have also included lesson quizzes that tie back to the videos and an end-of-chapter exam; both of these can be used to check your understanding and help you practice for test day.
MTTC Marketing: Role & Impact of Promotion Chapter Objectives
The MTTC Marketing Education exam is a computerized or paper-based test that assesses the knowledge of prospective marketing teachers in Michigan. The test includes 100 multiple-choice questions pulled from three main content areas. You'll have up to four hours and 30 minutes to complete this test in its paper-based form, and as much as two hours and 30 minutes to take the computerized version. Promotions are primarily covered within the second content area on marketing functions. This chapter is designed to prepare you for questions on understanding promotional concepts and strategies, such as identifying the components of the marketing mix, identifying types of advertising media, and the steps for developing and implementing a promotions plan.
1. Promotion's Role in the Marketing Mix: Strategy & Success
Promotion is an exciting and critical part of ensuring a product's success. As one of the four marketing mix elements, promotion is an important part of a marketing plan when releasing a new product.
2. Promotion and the Consumer Communication Process
The marketing communication process' sole purpose is to translate the promotional message effectively to the end consumer. The communication process contains multiple components that must be planned and produced with a message that connects with the target market.
3. Goals of Promotion and the Marketing Mix
Before deciding on a final campaign, marketing managers need to decide what the promotional goals will be for their overall marketing strategy. Depending on the type of product, marketers need to either inform, persuade or remind consumers about product benefits and features.
4. Consumer Awareness of Promotion: The AIDA Acronym
Have you ever sampled foods in a grocery store? This is one of the techniques marketing companies use to draw your business. In this lesson, you'll learn about how consumers become engaged in a promotional message. Discover the AIDA concept and understand how consumers respond to a marketing message.
5. The Promotional Mix: Target Markets, Buying Decisions & More
The promotional mix is one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. In this lesson, you'll learn how a marketing team uses the promotional mix to reach company objectives and goals.
6. Effects of Advertising on Consumer Buying Behavior
How does advertising influence the process of consumer buying behavior? What impact does advertising have on a company's market share, and how does this shape the marketing budget? This lesson describes why advertising is so important - particularly for newer companies.
7. Types of Advertising: Institutional and Product Advertising
In this lesson, you'll learn about the different types of advertising and how the correct strategy a firm should take is based on their overall promotional objectives. Why do some companies directly advertise their products while others seem more concerned with their image?
8. Advertising Media Choices and Marketing Strategy
There are many different types of advertising media that marketing managers can choose from in order to create a successful marketing strategy. This lesson covers some of those options, including printed media, internet media, television and outdoor media.
9. Developing a Media Advertisement: Factors & Procedures
Developing a media advertisement can be a great way to promote your business, products or services. In this lesson, you'll learn more about the factors and procedures involved in preparing a media advertisement.
10. Visual Design of Your Message: Consistency, Balance, Restraint & Detail
The visual design of your message is critical to the successful delivery of your ideas. Consistency, balance, restraint and detail are the four key areas that need to be addressed to allow a professional impression of your work.
11. How to Apply Design Principles to Marketing
In this lesson we'll explore some of the most common design principles that are used by marketing strategists. The ultimate goal for a marketer is to improve the chances that a potential customer will remember and purchase their product.
12. 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.
13. 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.
14. Sales Promotion in the Promotional Marketing Mix
Marketers use a wide range of sales promotion tools to incentivize consumers and intermediaries to buy. Watch this video to learn more about these tools and how they work.
15. Consumer Sales Promotion: Definition and Purpose
Manufacturers offer many kinds of incentives to encourage consumers to buy their products once they reach a retailer. Watch this video to learn more about how consumer sales promotion entices customers to buy.
16. Trade Sales Promotion and the Promotional Marketing Mix
Manufacturers offer all kinds of incentives to retailers to help sell their products. Watch this video to learn more about trade promotion and its goals, including persuading retailers, encouraging promotion, and maintaining stock.
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Other chapters within the MTTC Marketing Education (036): Practice & Study Guide course
- MTTC Marketing: Marketing Principles
- MTTC Marketing: Researching, Collecting & Evaluating Data
- MTTC Marketing: Strategies & Segmentation
- MTTC Marketing: Product Management
- MTTC Marketing: Pricing Strategies
- MTTC Marketing: Distribution Channels
- MTTC Marketing: The Selling Process
- MTTC Marketing: Customer Service
- MTTC Marketing: Merchandising
- MTTC Marketing: Economics Overview
- MTTC Marketing: The Marketing Plan
- MTTC Marketing: Financial Principles
- MTTC Marketing: Business Communication
- MTTC Marketing: International Business
- MTTC Marketing: Ethics & Social Responsibility
- MTTC Marketing: Human Resource Management
- MTTC Marketing: Human Relations & Leadership Skills
- MTTC Marketing: Information Management
- MTTC Marketing: Education Programs
- MTTC Marketing: Professional Development
- MTTC Marketing Education Flashcards