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Ch 10: Sales Promotion Techniques

About This Chapter

Take advantage of resources in this chapter that can prepare you for a discussion, assignment or exam covering techniques for sales promotion. Use any tablet, smartphone or computer to review fun lessons and take short multiple-choice quizzes.

Sales Promotion Techniques - Chapter Summary

The self-paced lessons in this entertaining online chapter can simplify the process of discovering or refreshing your knowledge of sales promotion techniques. Learn from expert instructors without setting foot in a traditional classroom, and enjoy the ability to review concepts at any pace that suits your busy schedule. Strengthen your understanding of concepts that include pioneering advertising, the marketing mix and the consumer communication process. Take self-assessment quizzes to gauge your comprehension. When finished with this chapter, you will have the knowledge to do the following:

  • List the components and describe the process of the consumer communication process
  • Identify common goals of promotion when developing a marketing strategy
  • Define and describe the use of a promotional message
  • Discuss sales promotion in the promotional marketing mix
  • Share the definitions of advocacy advertising and comparative advertising
  • Describe the meaning of competitive advertising, cooperative advertising and pioneer advertising
  • Explain the theories behind fear appeal and plain folks appeal in advertising

11 Lessons in Chapter 10: Sales Promotion Techniques
Test your knowledge with a 30-question chapter practice test
Promotion and the Consumer Communication Process

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.

Goals of Promotion and the Marketing Mix

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.

Promotional Message: Example & Overview

3. Promotional Message: Example & Overview

This lesson outlines promotion as a function of marketing and highlights how it may be used to create competitive advantage by effectively communicating with the market. When you are through, there is a short quiz to test your understanding.

Sales Promotion in the Promotional Marketing Mix

4. 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.

Advocacy Advertising: Definition & Examples

5. Advocacy Advertising: Definition & Examples

If you watched television for at least 20 minutes during the past election, you probably have been exposed to advocacy advertising. In this lesson, you'll learn about advocacy advertising and be provided some examples. A short quiz follows.

Comparative Advertising: Definition & Examples

6. Comparative Advertising: Definition & Examples

If you have ever participated in a taste test at a local grocery store sponsored by a company, you were a direct participant in comparative advertising. In this lesson, you'll learn about comparative advertising and have a chance to take a short quiz.

Competitive Advertising: Definition, Examples & Analysis

7. Competitive Advertising: Definition, Examples & Analysis

How do you let consumers know that your product is better than the competition? Show them! Competitive advertising is a bold statement that does that. This lesson explores the approach and its advantages and disadvantages.

Cooperative Advertising: Definition & Examples

8. Cooperative Advertising: Definition & Examples

Business isn't always about competition. Sometimes it's about teamwork. In this lesson, you'll learn about cooperative advertising, including what it is, some related concepts, and some examples illustrating it. A short quiz follows the lesson.

Fear Appeal in Advertising: Theory & Examples

9. Fear Appeal in Advertising: Theory & Examples

Fear can be a powerful motivator, and advertisers know it. In this lesson, you'll learn about fear appeal in advertising and the theory behind it. Examples will be provided. You'll also have a chance to take a short quiz.

Pioneering Advertising: Examples & Overview

10. Pioneering Advertising: Examples & Overview

Have you ever eagerly awaited the release date for the latest new gadget that revolutionizes an industry? How did you learn about the product? Chances are, your interest was piqued by pioneer advertising. Let's take a closer look at pioneer advertising and its place in the marketing world.

Plain Folks Appeal in Advertising: Definition & Examples

11. Plain Folks Appeal in Advertising: Definition & Examples

Have you ever considered what type of advertising makes the biggest impact? Is it the use of celebrities? Why not ordinary people? Does any of this make a difference? This lesson discusses the plain folks appeal in advertising and its impact.

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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