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- 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.
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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?
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. 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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Other chapters within the Principles of Marketing: Help and Review course
- Marketing Philosophies and Ethics: Help and Review
- Competitive Advantage: Help and Review
- The Marketing Environment: Help and Review
- International Marketplace: Help and Review
- Consumer Decision Making: Help and Review
- Business Marketing and Marketing Research: Help and Review
- Segmentation and Product Marketing: Help and Review
- Managing a Product and Retailing: Help and Review
- Overview of Global Logistics & Distribution
- Services Marketing: Tutoring Solution
- Selling and Pricing Strategy: Help and Review
- Marketing & Promotion
- Small Business Marketing Strategies