About This Chapter
Who's it for?
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- Students who have fallen behind in understanding advertising or product promotion in business
- Students who struggle with learning disabilities or learning differences, including autism and ADHD
- Students who prefer multiple ways of learning business (visual or auditory)
- Students who have missed class time and need to catch up
- Students who need an efficient way to learn about product promotion in business
- Students who struggle to understand their teachers
- Students who attend schools without extra business 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 promotion in business 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 promotion in business chapter exam to be prepared.
- Get Extra Support: Ask our subject-matter experts any product 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 promotion unit of a standard introductory business course. Topics covered include:
- Integrated marketing communication
- Target markets
- Types of advertising
- Customer relationship management
- Public relations
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. 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.
4. 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.
5. 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?
6. 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.
7. 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.
8. What is Object-Oriented Analysis & Design?
This lesson provides an overview of what object oriented analysis and design is and its use in the domain of software engineering. The lesson also briefly describes basic principles in the area of object oriented programming.
9. How to Calculate Earned Value: Formulas & Examples
Earned Value is a useful calculation used by project managers to determine the value the project has produced. Earned value is also used by project managers to get an idea of current progress.
10. What is SEO? - Definition & Examples
Customers use search engines every day. Being visible to those customers is a key part of being successful online. This lesson defines search engine optimization (SEO) and how it can be applied.
11. Customer Relationship Management and Marketing Technology
Customer relationship management helps companies retain customers and boost the effectiveness of their marketing strategies. Watch this video to see how customer relationship management is guided by technology to provide the most appropriate level of customer service.
12. 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.
13. 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.
14. 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.
15. 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.
16. 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.
17. 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.
18. What is Advertising Art?
What is advertising art? When and why is it used? Is there a strategy to advertising art or is it simple creativity? Find the answers to these questions and more through this lesson.
19. Packaging Design: Definition & Examples
Packaging design is more than just what meets the eye. Learn about what packaging design entails and its three main functions that benefit both the product and the consumer.
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- Economics and Business: Help and Review
- Business in Global Markets: Help and Review
- Forms of Business Ownership: Help and Review
- Entrepreneurship and Small Business: Help and Review
- Managing and Leading in Business: Help and Review
- Leadership Styles in Business: Help and Review
- Organizational Management: Help and Review
- Project Management Basics: Help and Review
- Business Production and Operations: Help and Review
- Workplace Productivity & Motivation: Help and Review
- Basics of Human Resources: Help and Review
- Managing the Employer-Worker Relationship: Help and Review
- Business Marketing Basics: Help and Review
- Product Development and Retailing: Help and Review
- Product Distribution & Supply Chain Management: Help and Review
- Pricing Strategy in Marketing: Help and Review
- MIS Basics in Business: Help and Review
- Implications of Information Technology: Help and Review
- Risk Management in Business: Help and Review
- Accounting Basics: Help and Review
- Financial Management in Business: Help and Review
- Securities Markets and Business: Help and Review
- Lean in Business
- Money and Financial Institutions: Help and Review
- Strategic Planning for Small Businesses
- Small Business Analysis Models
- Small Business Entrepreneurship
- Ethical Behavior & Social Responsibility in Small Business
- Product Pricing for Small Business