MGM 409LEC—Advertising and Promotion

Promotional strategy, one of the four P’s of marketing, is critical to the survival and success of organizations because promotion forms the point of contact between the organization and its many stakeholders, especially its customers. While promotion is typically associated with advertising, today’s marketers have many more options in fashioning their promotional strategies. Understanding the various promotional choices including advertising, sales promotions, direct marketing, personal selling, and public relations and how these strategies need to work in tandem to achieve the greatest impact are among the objectives of this course.