About This Chapter
How it works:
- Identify which concepts are covered on your product promotion homework.
- Find videos on those topics within this chapter.
- Watch fun videos, pausing and reviewing as needed.
- Complete sample problems and get instant feedback.
- Finish your product promotion homework with ease!
Topics from your homework you'll be able to complete:
- Attention, interest, desire and action (AIDA) process
- Advertising and consumer buying behavior
- Consumer communication process
- Institutional and product advertising
- Integrated marketing communication
- Customer relationship management
- Marketing mix and promotion goals
- Consumer sales promotion
- Marketing technology
- Media choices in advertising
- Promotional mixes
- Public relations
- Trade sales promotion
1. 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.
2. 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.
3. 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.
4. 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.
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, television and outdoor media.
9. 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.
10. 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.
11. 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.
12. 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.
13. 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.
14. Advertising Appeals: Types & Examples
In this lesson, we'll explore advertising appeals that are used to structure advertising. We'll look at how advertisements work and examine and analyze the advertising elements that attract our attention.
15. Advertising Plan: Examples & Overview
Advertising plan is a strategy used by an organization to promote their product. In this lesson, you will learn what an advertising plan is, followed by short a quiz.
16. Advocacy Advertising: Definition & Examples
If you watched television for at least 20 minutes during the past election, you probably have been exposed to advocacy advertising. In this lesson, you'll learn about advocacy advertising and be provided some examples. A short quiz follows.
17. Comparative Advertising: Definition & Examples
If you have ever participated in a taste test at a local grocery store sponsored by a company, you were a direct participant in comparative advertising. In this lesson, you'll learn about comparative advertising and have a chance to take a short quiz.
18. Competitive Advertising: Definition, Examples & Analysis
How do you let consumers know that your product is better than the competition? Show them! Competitive advertising is a bold statement that does that. This lesson explores the approach and its advantages and disadvantages.
19. Cooperative Advertising: Definition & Examples
Business isn't always about competition. Sometimes it's about teamwork. In this lesson, you'll learn about cooperative advertising, including what it is, some related concepts, and some examples illustrating it. A short quiz follows the lesson.
20. Fad: Definition & Examples
Fads are products that seldom serve a useful purpose but are often very popular for a short time. In this lesson, you'll learn about fad products and some related concepts, and you'll be given some examples. A short quiz follows.
21. Fear Appeal in Advertising: Theory & Examples
Fear can be a powerful motivator, and advertisers know it. In this lesson, you'll learn about fear appeal in advertising and the theory behind it. Examples will be provided. You'll also have a chance to take a short quiz.
22. 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.
23. Pioneering Advertising: Examples & Overview
Have you ever eagerly awaited the release date for the latest new gadget that revolutionizes an industry? How did you learn about the product? Chances are, your interest was piqued by pioneer advertising. Let's take a closer look at pioneer advertising and its place in the marketing world.
24. Plain Folks Appeal in Advertising: Definition & Examples
Have you ever considered what type of advertising makes the biggest impact? Is it the use of celebrities? Why not ordinary people? Does any of this make a difference? This lesson discusses the plain folks appeal in advertising and its impact.
25. Promotional Message: Example & Overview
This lesson outlines promotion as a function of marketing and highlights how it may be used to create competitive advantage by effectively communicating with the market. When you are through, there is a short quiz to test your understanding.
26. Puffery in Advertising: Definition & Examples
This lesson discusses an adverting technique known as 'puffery.' Puffery in advertising is very common, but where do you draw the line between puffery and false advertising? Let's take a closer look.
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