About This Chapter
Below is a sample breakdown of the Promotion, Advertising & Public Relations chapter into a 5-day school week. Based on the pace of your course, you may need to adapt the lesson plan to fit your needs.
|Day||Topics||Key Terms and Concepts Covered|
|Monday||Promotions||Reaching consumers through the communication process; goals of promotions; where promotions fit into the marketing mix; the AIDA process|
|Tuesday||Integrated marketing communications and the promotional mix||Importance of IMC in marketing plans; how factors like target market and buying decisions can affect the promotional mix|
|Wednesday||Advertising||Advertising's effects on consumers; institutional and product advertising; media choices|
|Thursday||Public relations and sales promotions||How PR differs from advertising; how sales promotion fits in the promotional marketing mix|
|Friday||Sales promotion options and customer relationship management||Consumer and trade promotions; how CRM and technology are used to connect with consumers|
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.
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Other chapters within the Principles of Marketing Syllabus Resource & Lesson Plans course
- Marketing Philosophies & Ethics: Lesson Plans
- Competitive Advantage: Marketing Lesson Plans
- The Marketing Environment: Lesson Plans
- International Marketplace: Marketing Lesson Plans
- Consumer Decision Making: Marketing Lesson Plans
- Business Marketing & Research: Lesson Plans
- Segmentation & Product Marketing: Lesson Plans
- Managing a Product & Retailing: Marketing Lesson Plans
- Services Marketing, Channels & Supply Chain Management: Lesson Plans
- Selling & Pricing Strategy: Marketing Lesson Plans