Ch 23: Promotion in Marketing

About This Chapter

Use the study resources in this chapter to enhance your preparations for a test that covers promotion in marketing. Review fun lessons and take short quizzes that can boost your knowledge and assess your readiness for the day of you test.

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.

6 Lessons in Chapter 23: Promotion in Marketing
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.

Consumer Sales Promotion: Definition and Purpose

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.

Push & Pull Promotion Strategies: Definitions & Examples

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.

Consumer Awareness of Promotion: The AIDA Acronym

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.

Integrated Marketing Communication and the Marketing Plan

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.

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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