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SALES101: Marketing Fundamentals

Unit 3: Promotions   Simply put, promotions are all about how a company or organization communicates with its customers about its products and/or services—that is, how a company or organization lets potential customers know about the products and/or services it offers. Common forms of promotion include advertising, person-to-person sales, sales promotions, direct marketing, and publicity.
 
Now that you have a better understanding of how a business identifies and attracts potential customers, you can consider how a company communicates with these customers regarding goods and services for sale. In this unit, you will explore common promotional tactics that businesses and organizations use to garner consumer interest and, ultimately, consumer sales.

Unit 3 Time Advisory
Completing this unit should take you approximately 10.5 hours.

☐    Subunit 3.1: 3 hours

☐    Subunit 3.2: 3.5 hours

☐    Subunit 3.3: 2 hours

☐    Subunit 3.4: 2 hours

Unit3 Learning Outcomes
Upon successful completion of this unit, you will be able to:
- explain the differences among marketing, advertising, and sales;
  - identify the key elements of product promotions; and
  - describe different forms of promotion that companies use to communicate with customers.

3.1 Integrated Marketing Communications   - Reading: Principles of Marketing: “Chapter 11: Advertising, Integrated Marketing Communications, and the Changing Media Landscape” Link: Principles of Marketing: “Chapter 11: Advertising, Integrated Marketing Communications, and the Changing Media Landscape” (PDF)
 
Instructions: Read this chapter, which discusses the different methods of communication that are used by businesses to reach potential customers. These methods include common message strategies as well as budgetary considerations. Note that certain communication strategies may be more effective than others for different customer groups. In addition, some strategies are more cost-effective than other strategies. As such, marketing professionals use a combination of communication strategies to reach their customers while at the same time aiming to convey one consistent message about their offerings. This process is known among industry professionals as integrated marketing communications (IMC). Be sure to take notes as you read and respond to the discussion questions (but not the activities) provided at the end of this chapter.

 Reading this chapter, taking notes, and responding to the
discussion questions should take approximately 2 hours and 30
minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution, as requested by the work’s original creator or
licensee.
  • Web Media: YouTube: Dr. Steven Van Hook’s “Communication Appeals & Tactics” Link: YouTube: Dr. Steven Van Hook’s “Communication Appeals & Tactics” (YouTube)

    Instructions: Watch this video. In this presentation, Dr. Steven Van Hook discusses basic appeals and tactics for effective communications. Be sure to take notes as you watch the video.
     
    Watching this video and taking notes should take approximately 30 minutes.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

3.2 Public Relations and Sales Promotions   - Reading: Principles of Marketing: “Chapter 12: Public Relations and Sales Promotions” Link: Principles of Marketing: “Chapter 12: Public Relations and Sales Promotions” (PDF)
 
Instructions: Read this chapter, which explores the public relations and promotional tactics that businesses use during the marketing process. Public relations are the activities that companies use to create a positive image for their business, products, and services. Sales promotions include the activities that businesses conduct in addition to their advertising, public relations, and person-to-person sales efforts in order to better sell a product or service. Be sure to take notes as you read and respond to the discussion questions (but not the activities) provided at the end of this chapter.

 Reading this chapter, taking notes, and responding to the
discussion questions should take approximately 2 hours.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution, as requested by the work’s original creator or
licensee.
  • Reading: All about Public Relations: Steve Turner’s “How To Choose Between PR & Advertising” Link: All about Public Relations: Steve Turner’s “How To Choose Between PR & Advertising” (HTML)

    Instructions: Read this article by a marketing expert who suggests ways that public relations can help advance marketing campaigns.

    Reading this article and taking notes should take approximately 30 minutes.

    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  • Reading: All about Public Relations: Steve Le Vine’s “Public Relations: Your Saving Grace?” and Pari Noskin Taichert’s “Plan It!: A Four-Point PR Primer” Link: All about Public Relations: Steve Le Vine’s “Public Relations: Your Saving Grace?” (HTML) and Pari Noskin Taichert’s “Plan It!: A Four-Point PR Primer” (HTML)
     
    Instructions: Read the article by PR agency founder Steven Le Vine, who provides a five-point overview of key concepts a practitioner must keep in mind when planning a public relations campaign. Then, read Pari Noskin Taichert’s brief summary of the four initial steps for preparing a public relations plan.
     
    Reading these articles and taking notes should take approximately 1 hour.

    Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

3.3 Professional Selling   - Reading: Principles of Marketing: “Chapter 13: Professional Selling” Link: Principles of Marketing: “Chapter 13: Professional Selling” (PDF)
 
Instructions: Read this chapter, which discusses the role of professional selling during the marketing process. Salespeople use a number of strategies to build relationships with customers, and these relationships play an important role in a successful marketing campaign. Be sure to take notes as you read and respond to the discussion questions (but not the activities) provided at the end of this chapter.

 Reading this chapter, taking notes, and responding to the
discussion questions should take approximately 2 hours.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution, as requested by the work’s original creator or
licensee.

3.4 Marketing Discussion Forum Activity   - Activity: Unit 3 Discussion Forum Link: Unit 3 Discussion Forum (HTML)
 
Instructions: Click on the link above to access the online discussion forum for this course. Then, click on the discussion thread link for Unit 3 and post your responses to the questions provided. Feel free to start your own discussion thread, and/or respond to any threads started by other students.
 
Spend approximately 2 hours posting and participating in the discussion forum.