New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Promotion & Advertising

by: Amy Turk

Promotion & Advertising BUS 10123-002

Amy Turk

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Business notes
Exploring Business
Dr. Diane DeRubertis
Class Notes
promotion, Advertising, business
25 ?




Popular in Exploring Business

Popular in Business

This 3 page Class Notes was uploaded by Amy Turk on Sunday June 5, 2016. The Class Notes belongs to BUS 10123-002 at Kent State University taught by Dr. Diane DeRubertis in Spring 2015. Since its upload, it has received 13 views. For similar materials see Exploring Business in Business at Kent State University.


Reviews for Promotion & Advertising


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 06/05/16
PROMOTION & ADVERTISING Promotion ● A persuasive form of communication ● Attempts to expedite an exchange by influencing others to desire to have the good, service, and idea ● Only one element of the marketing strategy ○ Must be tied to goals of firm ○ Stimulate demand ○ Stabilize sales ○ Inform ○ Remind ○ Reinforce customers ● Promotional positioning​​ to create and maintain an image of a product in buyers’ minds Promotion Strategy ● Goal is to… ○ Communicate with the people, groups, and organizations in a way that encourages marketing exchanges ● Used to influence opinions and attitudes toward organizations, people, or causes Setting The Promotion Mix ● Advertising ○ Reach many buyers ○ Repeat message many times ○ Impersonal ○ Expensive ● Personal selling ○ Personal interaction ○ Relationship building ○ Most expensive promo tool ● Sales promotion ○ Wide assortment of tools ○ Rewards quick response ○ Efforts short-lived ● Public relations ○ Very believable ○ Dramatize a company or product ○ Under utilized ● Direct marketing ○ Nonpublic ○ Immediate ○ Customized ○ Interactive The Promotion Mix ● Advertising ○ Efficient means for reaching large numbers of people ○ High absolute costs ○ Difficult to receive good feedback ● Personal selling ○ Fees pay to salespeople as either salaries or commissions ○ Immediate feedback ○ Very persuasive ○ Can select audience ○ Can give complex info ○ Extremely expensive per exposure ● Public relations ○ Often most credible source in the consumer's’ mind ○ Difficult to get media cooperation ● Sales promotion ○ Effective at changing behavior in short run ○ Very flexible ○ Easily abused ○ Can lead to promotion wars ○ Easily duplicated ● Direct marketing ○ Messages can be prepared quickly ○ Facilitates relationship with customer ○ Declining customer response ○ Database management is expensive ● Integrated promotional strategy ​= process of coordinating the different elements of the promotion mix and synchronizing your promotion as a unified effort Advertising ● A paid non-personal message communicated through mass-media ● Advertising campaigns​ = designing a series of advertisements and positioning them to reach a target audience ● Can make use of traditional, digital or a combination ● Advertising campaign ○ Product’s features, uses and benefits affect the message ○ Characteristics of the target audience influence content form ○ Advertisers use words, symbols and forms familiar to the target audience to communicate effectively ● 2 factors sparked the increase in consumer-generated info ○ Increased tendency for consumers to publish their thoughts, opinions, and reviews of products via blog and other digital media ○ Consumers tend to trust other consumers over corporations Blogs ● Web-based journals through which authors can editorialize and interact with other internet users ● ⅔of internet users read blogs ● Give consumers power over companies because they cannot control what bloggers write


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Amaris Trozzo George Washington University

"I made $350 in just two days after posting my first study guide."

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.