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Ch 11: Promotion, Advertising and Public Relations: Help and Review

About This Chapter

The Promotions, Advertising and Public Relations chapter of this Principles of Marketing Help and Review course is the simplest way to master promotions, advertising and public relations. This chapter uses simple and fun videos that are about five minutes long, plus lesson quizzes and a chapter exam to ensure you learn the essentials of promotions, advertising and public relations.

Who's it for?

Anyone who needs help understanding promotions, advertising and public relations will benefit from taking this course. You will be able to grasp the subject matter faster, retain critical knowledge longer and earn better grades. You're in the right place if you:

  • Have fallen behind in understanding how promotions, advertising and public relations plans differ.
  • Need an efficient way to learn about promotions, advertising and public relations.
  • Learn best with engaging auditory and visual tools.
  • Struggle with learning disabilities or learning differences, including autism and ADHD.
  • Experience difficulty understanding your teachers.
  • Missed class time and need to catch up.
  • Can't access extra management learning resources at school.

How it works:

  • Start at the beginning, or identify the topics that you need help with.
  • Watch and learn from fun videos, reviewing as needed.
  • Refer to the video transcripts to reinforce your learning.
  • Test your understanding of each lesson with short quizzes.
  • Submit questions to one of our instructors for personalized support if you need extra help.
  • Verify you're ready by completing the Promotions, Advertising and Public Relations 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 Promotions, Advertising and Public Relations chapter exam to be prepared.
  • Get Extra Support: Ask our subject-matter experts any relevant question. They're here to help!
  • Study With Flexibility: Watch videos on any web-ready device.

Students will review:

In this chapter, you'll learn the answers to questions including:

  • What is the purpose of the communication process in marketing, and how does it work?
  • What does AIDA mean, and how do consumers respond to promotional messages?
  • What are the four Ps of the marketing mix?
  • What are the forms of advertising and media?
  • Why is advertising different from public relations?
  • What is the relationship between customer relationship management and technology?

27 Lessons in Chapter 11: Promotion, Advertising and Public Relations: Help and Review
Test your knowledge with a 30-question chapter practice test
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.

Consumer Awareness of Promotion: The AIDA Acronym

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.

Integrated Marketing Communication and the Marketing Plan

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.

The Promotional Mix: Target Markets, Buying Decisions & More

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.

Effects of Advertising on Consumer Buying Behavior

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.

Types of Advertising: Institutional and Product Advertising

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?

Advertising Media Choices and Marketing Strategy

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.

How Public Relations Is Different from Advertising

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.

Why Companies Use Public Relations

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.

Sales Promotion in the Promotional Marketing Mix

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.

Consumer Sales Promotion: Definition and Purpose

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.

Trade Sales Promotion and the Promotional Marketing Mix

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.

Customer Relationship Management and Marketing Technology

14. 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.

Celebrity Endorsements in Advertising: Definition, Benefits & Examples

15. Celebrity Endorsements in Advertising: Definition, Benefits & Examples

Companies have various methods of creating convincing advertising campaigns. In this lesson, you will learn the benefits and drawbacks of choosing celebrity endorsements as an advertising method.

Testimonials in Advertising: Definition & Examples

16. Testimonials in Advertising: Definition & Examples

The use of testimonials in advertising is a marketing strategy that relies upon previously satisfied customers' statements of approval to promote a product or service. In this lesson, you will learn what testimonials in advertising are, how they are effective, and where they might be found.

What is Advertising? - Definition & Examples

17. What is Advertising? - Definition & Examples

The greatest product or service in the world won't make money unless consumers know it exists. In this lesson, you'll learn the definition of advertising, common advertising media, and read some examples of effective advertising.

What is Electronic Commerce? - Definition, Types, Advantages & Disadvantages

18. What is Electronic Commerce? - Definition, Types, Advantages & Disadvantages

In this lesson, learn about electronic commerce and its importance in our modern world. You will also find information about types of electronic commerce as well as some of the pros and cons of the process.

What Is Mass Media? - Definition, Types, Influence & Examples

19. What Is Mass Media? - Definition, Types, Influence & Examples

Mass media is the means used to communicate to the general public. In this lesson, you will learn the different platforms for mass media and the influence that mass media has on society.

What is Media Literacy? - Definition, Importance & Examples

20. What is Media Literacy? - Definition, Importance & Examples

In this lesson, we will explore the role and purpose of media literacy in society in history and today. Examples of media, mass media communications and media literacy will be explained and evaluated in order to form an understanding of why media literacy is critically important for the 21st century.

What is Media Planning? - Definition, Process & Examples

21. What is Media Planning? - Definition, Process & Examples

There are so many types of media. Have you ever wondered how a company chooses? This lesson takes you through the process of media planning and looks at some examples.

What Is Sponsorship Advertising? - Definition, Advantages & Disadvantages

22. What Is Sponsorship Advertising? - Definition, Advantages & Disadvantages

If you have been to a charity or sporting event, you probably have been exposed to sponsorship advertising. In this lesson, you'll learn about sponsorship advertising, including its advantages and disadvantages. A short quiz follows.

What Is Test Marketing? - Definition, Types & Examples

23. What Is Test Marketing? - Definition, Types & Examples

Companies often use test marketing before a new product or new advertising campaign is completely rolled out. In this lesson, you'll learn what test marketing is as well as the different types utilized.

Promotion Strategies in Marketing: Examples & Concept

24. Promotion Strategies in Marketing: Examples & Concept

Perhaps you've heard of the four Ps of marketing: product, price, place, and promotion. In this lesson, we'll explore the fourth P - promotion - and discuss some of the activities that go into building a successful promotion strategy.

Sales Orientation: Definition & Examples

25. Sales Orientation: Definition & Examples

Learn how to recognize a sales-oriented marketing strategy, including what types of goods and services are typically sold using this strategy and what promotional techniques go along with it. We'll also cover some of the strategy's possible pitfalls.

How to Develop a Digital Ad Campaign

26. How to Develop a Digital Ad Campaign

After this lesson, you'll be able to assemble a successful digital ad campaign using a few steps identified by major marketing and advertising organizations. These include defining metrics, choosing tools, finding a hook, measuring, and optimizing.

Using Digital Marketing Software & Applications

27. Using Digital Marketing Software & Applications

This lesson will identify and evaluate popular applications and software that can be used as part of a digital marketing plan. This includes applications and software for social media management, automation, content marketing, and community building.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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