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…
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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…
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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…
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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…
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Competitions and marketing
Learning Outcome: By the end of this lesson, you will be able to explain how games, draws and competitions work as a sales promotion…
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Giveaways for 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…
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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…
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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,…
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Marketing Coupons
Learning Outcome: By the end of this lesson, you will be able to explain how coupons work as a sales promotion tool, and describe…
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Marketing in the press
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,…
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Marketing samples
Learning Outcome: By the end of this lesson, you will be able to explain how and when a small business should use free samples…
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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…
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Money off deals for marketing
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…
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Outdoor marketing
Learning Outcome: By the end of this lesson, you will be able to describe the main formats of outdoor advertising and explain how a…
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Promoting and advertising 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…
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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…
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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…
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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,…
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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…
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Television Advertising
Learning Outcome: By the end of this lesson, you will be able to explain the strengths and practical limits of television advertising for a…
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What is a rebate? marketing and rebates
Learning Outcome: By the end of this lesson, you will be able to explain how a rebate differs from a coupon or a simple…
