PRINCIPLES OF BUSINESS MARKETING
LESSON 5.4 ADVERTISING - PROMOTION AND
SPECIAL EVENTS

“Copyright and Terms of Service
Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the
Texas Education Agency, except under the following conditions:
1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency;
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency;
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way;
4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged.
Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee.
Call TEA Copyrights with any questions you have.
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
2

VOCABULARY TERMS
Promotion- any form of communication a business uses to inform, persuade, or remind people about its products, or to enhance its image.
Promotional Mix- any combination of the four components of promotion: sales promotion, public relations and publicity, advertising or personal selling.
Product Promotion- businesses use this type of promotion to convince people to buy their products over a competitor.
Direct Marketing- a type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.
Sales Promotion- represents all marketing activities used to stimulate purchasing and sales.
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
3

VOCABULARY TERMS
Public Relations- activities or campaigns by an organization to try and create a favorable image for their company and its products.
News Release- an announcement that is sent to the appropriate media outlets.
Publicity- involves bringing news or newsworthy information about an organization to the public’s attention.
Coupons- certificates that entitle consumers to cash discounts on goods or services.
Premiums- low cost items given to consumers at a discount or for free.
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
4

Personal
Selling
Advertising
Direct
Marketing
Sales
Promotion
Public
Relations
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
5

C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
6

C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
7

• Direct Marketing is directed to a targeted group of potential and existing customers rather than a mass audience.
• The two forms of direct marketing are: printed direct mail (post office) and electronic mail (e-mail)
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
8

• The object of a sales promotion or special event is to increase sales, inform potential customers about new products and create a positive business or corporate image.
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
9

• Public relations plays a key role in creating a positive image for a company. One goal in public relations in to cultivate media relations with reporters who cover a specific industry.
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
10

To increase sales when doing promotions or special events a company must:
• Know the message they are trying to convey to the consumer
• Plan accordingly and pay attention to detail
• Use every element of the promotional mix to the best advantage of the company
• Evaluate results
C O P Y R I G H T © T E X A S E D U C A T I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E R V E D .
11