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Ch 12: Promotion & Advertising

About This Chapter

Our video lessons and quizzes can help you understand how promotion and advertising work with marketing in business. These lessons cover various types of product promotion and also look at public relations.

Promotion and Advertising - Chapter Summary

This chapter's lessons look at the methods and techniques that businesses use to publicize their services and products. The marketing mix, which is the combination of product, price, place and promotion, is a topic in several lessons. You will also learn about the promotional mix, which involves choosing target markets and making buying decisions.

Several kinds of promotions are discussed, as are various types of advertising and the differences between them. Public relations - what it is and why it's needed - is another aspect of promotions you will study. By the close of this chapter, you should be familiar with topics including:

  • The role and goals of promotions in the marketing mix
  • The promotional mix, including target markets and buying decisions
  • Institutional and product advertising
  • The definition of public relations and why companies use it
  • How public relations differs from advertising
  • The definition and purpose of consumer sales promotion
  • Trade sales promotion

Experienced instructors teach these engaging, concise lessons on promotion and advertising. The video lessons include multiple-choice quizzes that allow you to test your knowledge on the subjects covered. In addition to watching the videos, you can access transcripts of the lessons, giving you another option to review the material. Links to the videos are provided, making it easy to go back to an important point in the lesson.

8 Lessons in Chapter 12: Promotion & Advertising
Test your knowledge with a 30-question chapter practice test
Goals of Promotion and the Marketing Mix

1. 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.

The Promotional Mix: Target Markets, Buying Decisions & More

2. 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.

Types of Advertising: Institutional and Product Advertising

3. 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?

How Public Relations Is Different from Advertising

4. 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

5. 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

6. 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

7. 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

8. 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.

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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