Marketing EssentialsSection 1:
Promotion and Promotional MixAfter You Read Online ActionReviewing Key Terms and Concepts - Promotion is persuasive communication. It is used to inform, persuade,
or remind people about a company’s products and its image.
- Product promotion is used to convince people to buy or use a certain
product. Institutional promotion does not directly sell a product, but it is
used to create a favorable image that can result in sales.
- The promotional mix is the combination of advertising, selling, sales
promotion, direct marketing, and public relations used by an organization to
meet its professional goals.
Integrating Academic Skills - Print advertisement: 40%; two-for-one deal: $16.67%; Premiums: 10%;
Public relations: 33.33%
- Answers will vary. An uncritical representation of the company is
a clue that a story is the result of corporate publicity.
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