About This Chapter
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
|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.|
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.
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Other chapters within the Business 100: Intro to Business course
- The Dynamic Business Environment
- Practicing Social Responsibility and Ethical Behavior in Business
- Economics and Business
- Business in Global Markets
- Forms of Business Ownership
- Entrepreneurship and Small Business
- Managing and Leading in Business
- Leadership Styles in Business
- Organizational Management
- Business Production and Operations
- Workplace Productivity & Motivation
- Basics of Human Resources
- Managing the Employer-Worker Relationship
- Business Marketing Basics
- Product Development and Retailing
- Product Distribution & Supply Chain Management
- Pricing Strategy in Marketing
- MIS Basics in Business
- Implications of Information Technology
- Risk Management in Business
- Accounting Basics
- Financial Management in Business
- Securities Markets and Business
- Money and Financial Institutions
- Studying for Business 100