Marketing Communications
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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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Cause-Related Marketing: Doing Good While Selling
Learning Outcome: By the end of this lesson, you will be able to define cause-related marketing, explain why brands use it and why critics…
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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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Direct Marketing
Direct marketing is a channel free approach to distribution and/or marketing communications. So a company may have a strategy of dealing with its customers…
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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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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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Loyalty Ladder
The loyalty ladder is often used by marketing communicators to put forward the proposition that consumers can be moved along a continuum of loyalty…
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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 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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Personal Selling
Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to…
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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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The AIDA Model: Attention, Interest, Desire, Action
Learning outcome: By the end of this lesson, you will be able to explain what each stage of the AIDA model does, use it…
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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…
