Login
Copyright

Ch 18: Product Promotion in Business

About This Chapter

When you watch the product promotion video lessons in this chapter, you will become an expert on topics such as consumer buying behavior and types of advertising. Every lesson is paired with a quiz that can help measure your level of comprehension.

Product Promotion in Business - Chapter Summary and Learning Objectives

In order to have a successful business, placing great care on how products are promoted is critical. This is typically done through different marketing tactics such as advertising. Some of the topics that will be discussed in this chapter include:

  • Various goals of promoting products
  • How marketing affects customer interactions and relations
  • Different ways a business can advertise their products
  • Integrated marketing and how it impacts the overall marketing and promotion plans
  • Ways a business can communicate their products to consumers

VideoObjective
Promotion and the Consumer Communication Process Explain the communication process for consumers.
Goals of Promotion and the Marketing Mix Describe the goals promotion has and how it influences marketing.
Integrated Marketing Communication and the Marketing Plan Examine how an integrated marketing technique influences the whole plan.
Effects of Advertising on Consumer Buying Behavior Identify the way advertising affects consumers
Types of Advertising: Institutional and Product Advertising Summarize different kinds of advertising such as institutional and product advertising.
Advertising Media Choices and Marketing Strategy Discover how media influences marketing.
Trade Sales Promotion and the Promotional Marketing Mix Describe how trade affects marketing.
Customer Relationship Management and Marketing Technology Recall CRM technology and how it affects communication with customers.

7 Lessons in Chapter 18: Product Promotion in Business
Promotion and the Consumer Communication Process

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.

Goals of Promotion and the Marketing Mix

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.

Integrated Marketing Communication and the Marketing Plan

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.

Effects of Advertising on Consumer Buying Behavior

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.

Types of Advertising: Institutional and Product Advertising

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?

Advertising Media Choices and Marketing Strategy

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.

Trade Sales Promotion and the Promotional Marketing Mix

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.

Earning College Credit

Did you know… We have over 95 college courses that prepare you to earn credit by exam that is accepted by over 2,000 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Support