Topic 2.7 · Promotion and Marketing Communications

Promotion and Marketing Communications

Marketing campaigns and the five tools of the promotional mix, and how digital marketing changed how businesses reach and learn about customers.

20 min read Reviewed

Learning objectives

2.7.ADevelop or evaluate a marketing campaign.
2.7.BExplain how digital marketing tools have changed business interactions with customers.

Objective statements © College Board, quoted from the Course and Exam Description.

A marketing campaign coordinates the tools of the promotional mix to differentiate a product, build loyalty and increase sales.

Tool	Examples	Use it when you want to…
Media advertising	TV, radio, newspaper, billboards	Reach many people with the same message at once
Personal selling	Sales pitch, product demo	Give detailed information for a consequential purchase
Sales promotion	Discounts, coupons	Speed up decisions or clear unsold inventory
Direct marketing	Flyers, brochures, mailers	Reach many potential customers with a targeted message
Public relations	Press releases, media interviews	Build a favorable public image rather than push a specific sale

Match the tool to how customers decide. A consequential purchase like a car or a business software contract often needs personal selling. A routine purchase like snacks is well served by mass media or .

Key terms

Marketing campaign: A coordinated effort to promote a product using some or all of the promotional-mix tools.
Promotional mix: Five tools: media advertising, personal selling, sales promotion, direct marketing, public relations.
Media advertising: Mass messages via TV, radio, newspapers or billboards to reach many people at once.
Personal selling: One-on-one communication, often a sales pitch, giving detailed information or demonstrations.
Sales promotion: Discounts, coupons and similar incentives to speed decisions or clear inventory.
Direct marketing: Targeted messages, such as flyers and brochures, sent to many potential customers.
Public relations (PR): Activities such as press releases and interviews that build a favorable public image rather than push a specific sale.
Digital marketing: Using websites, email, social media and apps to connect with and serve customers.
Big data: Large volumes of information about how customers respond to marketing and what makes them buy.

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