About This Chapter
Promotion in Marketing - Chapter Summary
Make your study of promotion in marketing fun and simple using this chapter's entertaining lessons. Explore topics that include consumer sales promotion, integrated marketing communication and the promotional mix with help from expert instructors. In no time, you will have the knowledge to:
- Discuss goals of promotion and the marketing mix
- Define the promotional mix and discuss its relationship to the marketing mix
- Explain the purpose of consumer sales promotion
- Share examples of push and pull promotion strategies
- Provide details about consumer awareness of promotions and the AIDA acronym
- Describe the basics of creating a marketing plan that integrates marketing communication
Feel free to view any lessons in this chapter in your sequence of choice. If you hit a snag or need additional details while reviewing those lessons, be sure to send questions to our experts. When ready, take short quizzes to assess your comprehension of the lessons you examine. Take the chapter exam to assess your overall understanding of promotion in marketing.
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.
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.
3. 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.
4. 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.
5. 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.
6. 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.
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