Promotion PIs

Promotion

The means of getting information out about a business and its goods or services.

Institutional promotion

Marketing approach that demonstrates the goodwill of an organization or individual to boost public relations appeal.

Product promotion

Informs, persuades, and influences consumer decisions on a specific product.

Elements of the promotional mix

Personal selling, public relations, advertising, direct marketing, sales promotion, digital marketing, and sponsorship.

Business ethics in promotion

Being transparent, prioritizing safety, and preventing harm to any group to build trust with customers.

Technology in the promotion function

Digital forms of promotion, viral marketing, influencer marketing, social media, streaming, and blogging.

Regulation of promotion

Truth in advertising, endorsement disclosure, comparative advertising, children's advertising, health claims, and sweepstakes and contests.

Types of advertising media

Broadcast media, online media, outdoor media, print media, ambient media, and specialty media.

Word-of-mouth channels

Organic and amplified word-of-mouth promotion, customer referral programs, influencer and brand ambassador programs, affiliate marketing, partner programs, evangelist marketing, and product seeding.

Direct marketing channels

Telemarketing, email marketing, text marketing, direct mail, direct selling, and social media marketing.

Communications channels in sales promotion

Print, broadcast, online, specialty/other; push marketing and pull marketing.

Components of advertisements

Headline, body, call to action, and smart ad placement.

Coordinating elements in advertisements

Consistent graphic design, clear and concise message, matching tone with brand, and avoiding dissonance.

Types of public-relations activities

Strategic communications, media relations, community relations, internal communications, crisis communications, public affairs, online and social media, and speaking engagements.

Internal and external audiences for public-relations activities

Internal audiences include employees and management, while external audiences include the public, media, and target audience.