Advertising — goal?
Motivate purchase, raise awareness, build loyalty
Publicity — role?
Media exposure managed by PR
Promotion — techniques?
Coupons, samples, contests
Advertising — primary goal?
Motivate purchase and build awareness
Promotional mix components?
Advertising, sales promotion, PR, personal selling, direct marketing
IMC — what?
Consistent messages across all channels
4Ps of marketing?
Product, Price, Place, Promotion
Greenwashing — meaning?
Superficial or false eco-friendly claims
Storytelling — purpose?
Engage emotions and strengthen memory
Push vs Pull strategies?
Push: force products; Pull: attract demand
Answer 10 questions on Mastering Advertising and Promotion Strategies.
1. Which of the following best describes the concept of Integrated Marketing Communications (IMC)?
2. According to the course summary, what distinguishes 'greenwashing' from genuine green marketing?
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