About This Chapter
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
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. 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.
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.
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.
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.
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.
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.
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.
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.
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.
Earning College Credit
Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.
To learn more, visit our Earning Credit Page
Transferring credit to the school of your choice
Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.
Other chapters within the TECEP Advertising: Study Guide & Test Prep course
- Overview of Advertising Management
- Overview of Integrated Marketing Communication
- Market Segmentation
- Fundamental Marcom Decisions & Target Marketing
- Fundamental Marcom Decisions & Positioning
- Fundamental Marcom Decisions & Marketing Objectives
- Creating & Assessing Ad Messages
- Media Planning & Analysis in Advertising
- Internet Advertising
- Marcom Tools
- Ethical, Regulatory & Environmental Advertising Issues
- TECEP Advertising Flashcards