About This Chapter
Promotion, Advertising, and Public Relations
The three concept areas discussed in these lessons are promotion, advertising, and public relations. These elements are essential to understanding effective marketing. After all, you can't really market goods and services without these measures for controlling corporate image. These lessons explore all three topics in-depth to help you understand what role each one plays in the marketing process.
With these lessons, you'll gain an understanding of promotion's role in marketing, and how consumers are reached through a process of communication. You'll also learn about the goals of promotion and how promotion fits into the marketing mix. The lessons on promotion are about the AIDA process, including a breakdown of what this acronym stands for, plus an explanation of what's known as 'the promotional mix.'
Advertising-focused lessons start with a focus on the impact advertising has on consumers. They also explore the differences between institutional and product advertising, and media choices that are made as part of the advertising process. Finally, a discussion of the difference between advertising and public relations will help you understand important differences in this field. In addition to these differences, the reasons companies use public relations are also explored.
In this course, you will learn about sales promotion and consumer promotion, including the differences between the two promotional types, and why they're used in certain situations. The lessons also touch on customer relationship management (CRM) and the ways that technology is used in the marketing 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.
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.
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Other chapters within the Business 102: Principles of Marketing course
- Marketing Philosophies and Ethics
- Competitive Advantage
- The Marketing Environment
- International Marketplace
- Consumer Decision Making
- Business Marketing and Marketing Research
- Segmentation and Product Marketing
- Managing a Product and Retailing
- Services Marketing, Marketing Channels & Supply Chain Management
- Selling and Pricing Strategy
- Studying for Business 102