Advertising
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Advertising
Advertising is an important element of the marketing communications mix. Put simply, advertising directs a message at large numbers of people with a single communication. It is a mass medium.
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Advertising Agencies
An advertising agency handles part or all marketing communications activities on behalf of a client organisation. The agencies themselves tend to vary in size from small, perhaps a handful of people, to vast – where many thousands of employees make up the company. A commission is generally taken by the agency which tends to be…
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Advertising for entrepreneurs
Advertising for Entrepreneurs Learning Outcome: By the end of this lesson, you will be able to identify the five main objectives an entrepreneur’s advertising can pursue and explain why matching the objective to the business’s actual stage matters more than the size of the budget. Why Entrepreneurs Need a Clear Advertising Objective Advertising sends a…
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Advertising in cinemas and theatres
Advertising in Cinemas and Theatres Learning Outcome: By the end of this lesson, you will be able to explain how a small business decides whether to advertise in a local cinema, and what trade-offs that decision involves compared with other media. Why Consider the Local Cinema? A local cinema or movie theatre can be a…
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Competitions and marketing
Using Competitions as a Sales Promotion Tool Learning Outcome: By the end of this lesson, you will be able to explain how games, draws and competitions work as a sales promotion tool, and describe the trade-offs a business needs to weigh between paper-based and digital formats. Using Competitions as a Sales Promotion Tool Games, draws…
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Giveaways for marketing
Using Giveaways and Premiums in Marketing Learning Outcome: By the end of this lesson, you will be able to identify the main types of giveaway and premium used in sales promotion, and explain how to choose between them without devaluing your product. Using Giveaways and Premiums in Marketing A giveaway, also called a premium, is…
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Guerrilla marketing
What Is Guerrilla Marketing? Learning Outcome: By the end of this lesson, you will be able to explain what guerrilla marketing is, why it suits businesses with limited budgets, and describe the risks a business needs to weigh before trying it. What Is Guerrilla Marketing? Guerrilla marketing is the use of unconventional, low-cost tactics that…
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Introduction to Marketing Communications
Marketing communications is a subset of the overall subject area known as marketing. Marketing has a marketing mix that is made of price, place, promotion, product (know as the four P’s), that includes people, processes and physical evidence, when marketing services (known as the seven P’s).
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Marketing Coupons
How Coupons Work as a Sales Promotion Tool Learning Outcome: By the end of this lesson, you will be able to explain how coupons work as a sales promotion tool, and describe how digital targeting has changed what a coupon can do compared with a traditional printed one. How Coupons Work as a Sales Promotion…
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Marketing in the press
Marketing in the Press: Newspaper and Magazine Advertising Learning Outcome: By the end of this lesson, you will be able to explain how small businesses evaluate and buy press advertising, including cost-per-thousand, page position and the choice between local and national titles. Why Do Small Businesses Still Advertise in the Press? National and local newspapers…
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Marketing samples
Using Product Samples to Market a Small Business Learning Outcome: By the end of this lesson, you will be able to explain how and when a small business should use free samples or trials as a sales promotion tool. Why Give Something Away for Free? There is nothing quite like actually trying a product or…
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Measuring the success of your campaign
Learning outcome: By the end of this lesson, you will be able to explain why campaign objectives must be set before measurement begins, distinguish outputs from outcomes when judging a campaign, and identify practical ways to capture the data a campaign’s evaluation depends on. Why Measurement Starts Before the Campaign Launches A campaign cannot be…
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Money off deals for marketing
Money-Off Deals and Discounting as a Sales Promotion Tool Learning Outcome: By the end of this lesson, you will be able to explain how money-off deals, value packs and volume discounting work as sales promotion tools, and describe the risk they carry for a business built on a premium image. Money-Off Deals and Discounting as…
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Outdoor marketing
Outdoor Marketing: Posters, Billboards and Street Furniture Learning Outcome: By the end of this lesson, you will be able to describe the main formats of outdoor advertising and explain how a small business can access this channel affordably. What Is Outdoor Advertising? Outdoor advertising, also known as out-of-home advertising (OOH), covers all the advertising a…
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Promoting and advertising your start-up
Choosing the Right Promotional Mix for Your Start-Up Learning Outcome: By the end of this lesson, you will be able to explain the factors a start-up should weigh when choosing between promotional tools, and describe the role personal selling plays for a small business. Thinking of Promotion as a Mix A start-up has many tools…
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Promotion
Another one of the 4P’s is ‘promotion’. This includes all of the tools available to the marketer for ‘marketing communication’. As with Neil H.Borden’s marketing mix, marketing communications has its own ‘promotions mix.’
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Public Relations (PR)
Public Relations (PR) is a single, broad concept. It is broad since it contains so many elements, many of which will be outlined in this lesson. Public Relations (PR) are any purposeful communications between an organisation and its publics that aim to generate goodwill. Publics, put simply, are its stakeholders. PR is proactive and future…
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Radio Advertising
Learning outcome: By the end of this lesson, you will be able to explain why radio works as a “theatre of the mind” medium, describe how radio advertising is bought and priced, and apply Krugman’s three-exposure principle to plan how often an advert should run. What Makes Radio a Distinct Advertising Medium? Radio is a…
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Small business advertising plan
How to Write a Small Business Advertising Plan Learning Outcome: By the end of this lesson, you will be able to work through the key steps of a simple advertising plan for a small business, from defining the target audience to measuring whether it worked. Why Bother Planning Before You Advertise? It is tempting for…
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Television Advertising
in AdvertisingIs Television Advertising Right for a Small Business? Learning Outcome: By the end of this lesson, you will be able to explain the strengths and practical limits of television advertising for a smaller business, and describe how digital and on-demand viewing habits have changed how a television advert needs to work. Is Television Advertising Right…
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What is a rebate? marketing and rebates
What Is a Rebate in Marketing? Learning Outcome: By the end of this lesson, you will be able to explain how a rebate differs from a coupon or a simple discount, and describe how a business can use a rebate structure to encourage larger cumulative purchases over time. What Is a Rebate in Marketing? A…
