About This Chapter
Who's It For?
Anyone who needs help learning or mastering product planning and promotion material will benefit from the lessons in this chapter. There is no faster or easier way to learn product planning and promotion. Among those who would benefit are:
- Students who have fallen behind in understanding product planning and promotion
- Students who struggle with learning disabilities or learning differences, including autism and ADHD
- Students who prefer multiple ways of learning sales and marketing (visual or auditory)
- Students who have missed class time and need to catch up
- Students who need an efficient way to learn about product planning and promotion
- Students who struggle to understand their teachers
- Students who attend schools without extra sales and marketing learning resources
How It Works:
- Find videos in our course that cover what you need to learn or review.
- Press play and watch the video lesson.
- Refer to the video transcripts to reinforce your learning.
- Test your understanding of each lesson with short quizzes.
- Verify you're ready by completing the Product Planning & Promotion chapter exam.
Why It Works:
- Study Efficiently: Skip what you know, review what you don't.
- Retain What You Learn: Engaging animations and real-life examples make topics easy to grasp.
- Be Ready on Test Day: Use the Product Planning & Promotion chapter exam to be prepared.
- Get Extra Support: Ask our subject-matter experts any product planning and promotion question. They're here to help!
- Study With Flexibility: Watch videos on any web-ready device.
Students Will Review:
This chapter helps students review the concepts in a product planning and promotion unit of a standard sales and marketing course. Topics covered include:
- Value proposition in marketing
- Services versus goods marketing
- Differentiating for-profit and not-for-profit marketing
- The consumer communication process
- Goals for promotion in the marketing mix
- AIDA and building consumer awareness
- Integrated marketing communications
- The promotional mix
1. The Role of the Value Proposition in Marketing
A central strategy for marketers is value proposition, by which companies try to demonstrate why consumers should purchase their goods. This lesson shows how it works, as well as some real-life examples.
2. Services Marketing: The Difference Between Services and Goods
In this lesson, you'll learn the difference between a service and a good. Discover how services are marketed to a consumer using different techniques.
3. How Non-Profit Marketing Differs from For-Profit Marketing
For-profit and non-profit companies both have to market their products. They use the same basic vehicles and methods, but they have different methods and focuses. This lesson will describe these two very different views of marketing.
4. 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.
5. 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.
6. 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.
7. Integrated Marketing Communication and the Marketing Plan
In order to compete in today's difficult market, a marketing manager must create not just a promotional mix, but an integrated marketing communications plan. This is a coordinating plan of promotional messages for a product to ensure consistency. The product's promotional message should be consistent and create an overall integrated theme.
8. 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.
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Other chapters within the Sales and Marketing: Help & Review course
- Foundations of Sales & Marketing
- Ethical Sales & Marketing
- Sales & the Law
- Sustainable & International Marketing
- Strategic Marketing Planning
- The Market Research Process
- Marketing Analytics & Data
- Consumer & Business Marketing
- Segmentation and Product Marketing
- New Product Development & Marketing
- Distribution & Logistics
- Direct & Online Marketing
- Product Branding & Strategies
- Advertising & Sales Promotion
- Selling & Pricing Strategies
- Social Media Marketing Overview