Introducing Advertising and Promotions

Name: Introducing Advertising and Promotions
Author: Sallie Middlebrook

Explore the concepts of advertising and promotions and how they relate to marketing.

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Course: On-Demand

(upbeat music) Throughout these lessons, you'll discover how to define advertising and promotions. You'll learn how they're similar, how they're different, and how they both relate to the overall marketing process. You'll also learn about advertising managers, promotions managers, and the difference in their roles. Finally, you'll explore the importance of digital marketing and how it fits into the overall campaign process. Marketing is a system of methods used to identify customer wants and needs, and the best ways to fulfill them. The four PS of marketing are the most common elements of a marketing strategy. They include the product. What is the product or service your organization provides? The price, what is the cost of your product or service. The place of distribution. Where will your organization distribute your product or service? And the promotion. How will you persuade customers to purchase your product or service. Marketing professionals use each of these elements to develop marketing plans, activities, and campaigns. Let's take a closer look at the fourth element of marketing, promotions. Promotions are strategies used to initiate communication between buyers and sellers. Here are some examples of promotional communications: advertisements, sales promotions, and public relations. Activities like these allow organizations to connect with prospective buyers. Marketing professionals may use these kinds of promotions for a variety of reasons, such as. Creating interest and products or services. Maintaining a positive image for their organization. Persuading customers to purchase products or services. Supporting certain ideas or values. Rewarding loyal consumers. Or enhancing brand recognition. Advertising falls under the category of promotion. And it's considered one of the main components of marketing. Marketing expert and author, Philip Kotler, identifies advertising by having the following features. It promotes ideas, goods, or services through mass media. It must be paid. It needs to be nonpersonal. And it must have an identified sponsor. To fully understand the definition of advertising, let's take a closer look at why these features are necessary. When creating advertisements, it's extremely important to identify your sponsors. Typically, a sponsor is the party responsible for funding the advertisement. According to the Federal Trade Commission, or the FTC, any paid endorsements must be disclosed. If your sponsor isn't clearly identified, viewers might be misled into thinking that your advertisement is another form of media rather than a promotional message. It's also important to note that advertising is a paid promotional communication. This is significant because the sponsors often control all aspects of the advertisement's content. When promotional communications are not paid, the sponsors cannot fully control the content. Unpaid forms of promotional communications could include public relations. During the advertising process, there are two ways to sell: personally or nonpersonally. Personal selling refers to direct face=to-face communication between two or more people. Nonpersonal selling refers to communication with more than one person at a time. Advertising is strictly nonpersonal because it's designed to reach many people simultaneously through mass media. Unless it possesses each of these unique features, a promotional communication wouldn't be considered an advertisement.

Intermediate Provider : Sallie Middlebrook 5 Lessons · 18m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Advertising and promotions are two of the main ingredients in the overall marketing mix. Although they’re sometimes conflated, they are two separate fields that require unique strategies and tactics for success. Both areas play significant roles throughout the overall marketing process and can be especially important for effective digital or online marketing campaigns. Throughout the planning and implementation process, it’s important to understand the differences between advertising and promotions, and how they complement each other to benefit your organization’s overall marketing efforts. This course, Introducing Advertising and Promotions, will define advertising and promotions and explain how each fit into the broader topic of marketing. You’ll learn about the roles of advertising and promotions managers and each of their primary responsibilities. This course will explain how you can use digital marketing and social media throughout your campaign, and you’ll explore their benefits while identifying different digital tools and possible online marketing channels.

What You'll Learn

Identify the differences between advertising and promotions
Explain how advertising and promotions relate to and fit within marketing
Describe the roles and primary responsibilities of advertising and promotions managers
Apply digital marketing and social media throughout a campaign
Identify different digital tools and possible online marketing channels

Key Takeaways

Advertising and promotions are two of the main ingredients in the overall marketing mix and play significant roles throughout the marketing process.
Although they are sometimes conflated, advertising and promotions are two separate fields that require unique strategies and tactics for success.
Understanding the differences between advertising and promotions, and how they complement each other, benefits an organization's overall marketing efforts.
Advertising and promotions can be especially important for effective digital or online marketing campaigns.
Digital marketing and social media can be used throughout a campaign, offering benefits across various digital tools and online marketing channels.

Frequently Asked Questions

What does this course cover?

Introducing Advertising and Promotions defines advertising and promotions and explains how each fits into the broader topic of marketing. It covers the roles of advertising and promotions managers and their primary responsibilities, and how to use digital marketing and social media throughout a campaign, including different digital tools and possible online marketing channels.

What will I learn about advertising and promotions managers?

You will learn about the roles of advertising and promotions managers and each of their primary responsibilities.

Does this course address digital and online marketing?

Yes. The course explains how you can use digital marketing and social media throughout your campaign, explores their benefits, and helps you identify different digital tools and possible online marketing channels.

What lessons are included in this course?

The course includes the lessons: Defining Advertising and Promotions; Advertising, Promotions, and Marketing; Advertising and Promotions Management; Digital Advertising and Promotions; and a Test Your Knowledge assessment.

Why is it important to distinguish advertising from promotions?

Advertising and promotions are two separate fields that require unique strategies and tactics for success, so understanding their differences and how they complement each other benefits your organization's overall marketing efforts.