About This Chapter
Promotion, Advertising & Public Relations - Chapter Summary and Learning Objectives
There's more to marketing than meets the eye. Understanding the strategy and theory behind promotion, advertising and public relations will take you a long way towards mastery of marketing. Subject matter experts are only a click away to answer any questions you have. Quizzes follow each lesson to test your understanding of the materials. In these lessons, you'll learn things like:
- The difference between advertising and promotion
- Push and pull strategies in promotion
- Steps in the AIDA process
- Integrated marketing communication
- Consumer buying behavior
- Types of advertising
- Trade sales promotion
|Promotion and the Consumer Communication Process||Explain the communication process in reaching consumers.|
|Goals of Promotion and the Marketing Mix||Understand the significance of goals in promotion.|
|Push & Pull Promotion Strategies: Definitions & Examples||Describe the push and pull strategies in promotion.|
|Consumer Awareness of Promotion: The AIDA Acronym||Name and explain the steps in the AIDA process.|
|Integrated Marketing Communication and the Marketing Plan||Explain the significance of integrated marketing communication in developing a marketing plan.|
|The Promotional Mix: Target Markets, Buying Decisions & More||Understand concepts like product life cycle, target market characteristics and buying decision and how they affect the promotional mix.|
|Effects of Advertising on Consumer Buying Behavior||Explain how advertising influences consumer behavior.|
|Types of Advertising: Institution and Product Advertising||Differentiate between types of advertising.|
|Advertising Media Choices and Marketing Strategy||Describe the influence of media channels on marketing strategy.|
|How Public Relations is Different from Advertising||Compare and contrast public relations and advertising.|
|Why Companies Use Public Relations||Understand the use of public relations in business.|
|Customer Relationship Management and Marketing Technology||Explain the use of technology in customer attraction.|
|Sales Promotion in the Promotional Marketing Mix||Explain the use of sales promotion in the promotional mix.|
|Consumer Sales Promotion: Definition and Purpose||Describe different forms of consumer promotion.|
|Trade Sales Promotion and the Promotional Marketing Mix||Explain the use of trade promotion in the promotional mix.|
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. Push & Pull Promotion Strategies: Definitions & Examples
When companies are trying to get the word out about a product, they have two different basic strategies. In this lesson, we look at the push and pull promotion strategies and examples of each.
4. 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.
5. 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.
6. 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.
7. 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.
8. 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?
9. 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.
10. 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.
11. 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.
12. 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.
13. 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.
14. 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.
15. 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 UExcel Principles of Marketing: Study Guide & Test Prep course
- Introduction to Marketing
- Marketing Environment Factors
- The Marketing Process
- Marketing Information & Research
- Consumer Buyer Behavior
- Business Buying Behavior
- Marketing Strategy
- Products, Services & Brands
- Distribution & Logistics
- Direct & Online Marketing
- Selling & Pricing Strategies
- Global Marketing Strategies
- Social Responsibility & Marketing Ethics
- UExcel Principles of Marketing Flashcards