Understand how businesses communicate with customers through advertising, promotion, selling and public relations. Every section follows the supplied lecture material, with a clear meaning, useful examples and slide references.
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Advertising is a paid message from an identifiable sponsor used to inform or persuade an audience about a product, service or idea. Television commercials and sponsored online ads are examples.
A bookshop pays for a newspaper placement announcing a new branch. A clearly identified sponsor buys non-personal promotional space.
Direct marketing communicates directly with selected customers to invite a response. A personalised promotional email or catalogue sent to a customer is a familiar example.
A furniture business mails a relevant product catalogue to customers who requested updates. The message is aimed at specific prospective buyers.
Sales promotion is a short-term incentive intended to encourage people to try or buy something. Examples include limited-time coupons, free samples and special purchase offers.
A grocery chain offers a genuine limited-time coupon for a newly launched cereal. The short-term incentive encourages trial.
Public relations manages relationships and reputation with different audiences. Publicity is attention obtained through media coverage or public discussion, rather than simply buying an advertising slot.
A factory explains its safety procedures during a community meeting and responds to media questions. Public communication helps manage relationships and reputation.
Personal selling involves direct communication between a salesperson and a potential buyer. It allows questions, explanations and individual persuasion, which can matter for complicated purchases.
A sales adviser demonstrates a sewing machine and answers a buyer's specific questions. Two-way personal interaction supports the sale.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
The customer notices the product for the first time.
In marketing communication, the sender creates and delivers a message while the receiver interprets it. The two may understand the same message differently.
A restaurant sends an opening announcement to nearby residents. The business originates the message and residents receive it.
Encoding is turning an idea into words, images or symbols. Decoding is how the audience interprets those signals, so unclear language can cause misunderstandings.
A phone brand uses an icon to communicate battery life, but some customers read it as a signal-strength claim. The company encodes a meaning that buyers may decode differently.
A response is the receiver's reaction to a message; feedback is information returning to the sender. Marketers use feedback to judge whether communication worked.
After sending a new menu, a café reads customers' replies and adjusts its communication. The response returns useful information to the original sender.
Awareness is the first AIDA stage. The customer must notice or discover the product before they can become interested in it. An eye-catching advertisement may begin this stage.
A bright but truthful street poster introduces a previously unknown bakery. The first task is to make prospective buyers notice the name.
Interest is the second AIDA stage. Once someone notices the product, they start paying attention to useful details such as features, suitability or price.
A curious customer reads the bakery's menu and opening hours after seeing the poster. Practical information holds the buyer's attention.
Desire is the stage when the buyer starts wanting the product personally. The message connects product benefits to the customer’s own situation or goal.
A bakery shows clear images of freshly prepared goods and highlights the benefits customers value. Interest develops into a preference or desire.
Action is the final AIDA stage, when the person takes the intended step, such as buying the product, booking a trial or making an enquiry.
The bakery places a clear location and booking link beside its advertised offer. The communication makes the next purchasing step obvious.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
Before preparing a message, marketers define who they want to reach and what those people already know. The target audience shapes language, channels and examples.
A tutoring company decides its course advert should address final-year law students rather than every college student. Audience choice guides the message and channel.
Communication objectives specify the desired result of a campaign, such as awareness, understanding or purchase intention. An objective should guide what message is created.
A small clinic decides that its first campaign should explain available treatments before asking people to book. The intended audience response is defined in advance.
Message design decides what to say and how to express it clearly and persuasively. A useful message connects a real customer need with a believable benefit.
A safety-equipment firm explains the risks its certified helmets are designed to reduce. It chooses content and wording that fit the buyer's concern.
Channel choice determines where the message reaches its intended audience. Personal channels allow interaction; mass media and digital channels can reach many people.
A local language bookshop compares print notices and social media to reach older and younger customers. The delivery medium needs to match the audience.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
The affordable method sets the promotion budget at what the business believes it can spend. It is simple but may underfund effective communication.
A bakery sets its promotion spending to what remains after essential operating costs. The budget is determined by perceived affordability rather than stated objectives.
The percentage-of-sales method allocates a fixed proportion of current or expected sales to promotion. It is easy to apply but ties spending to sales rather than specific needs.
A shop allocates a fixed share of expected sales revenue to promotion. The budget rises and falls with the sales base.
Competitive parity uses rival spending levels as a reference for setting the promotion budget. Competitors' budgets may not match the company's own goals.
A retailer studies how much nearby rivals spend on advertising before setting its own budget. Competitor expenditure becomes the reference point.
The objective-and-task method estimates the cost of the actions required to achieve defined promotion objectives. It starts with the intended outcome rather than an arbitrary budget.
A company defines a goal of reaching 5,000 local buyers, lists the required activities and costs them. The budget follows specified objectives and tasks.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
A push strategy promotes products through retailers, distributors and salespeople so they encourage customers to buy. It focuses effort on channel members.
A soap manufacturer trains distributors and offers trade display support. The immediate effort persuades intermediaries to stock and recommend the brand.
A pull strategy creates demand among final customers so they ask retailers for the product. Consumer advertising can help pull products through distribution channels.
Consumers ask their local shop for a shampoo after seeing a useful advertisement. End-user demand encourages retailers to request the product.
Integrated marketing communications makes advertising, personal selling, promotions and other channels communicate a consistent message. Customers should not receive contradictory claims.
A brand uses consistent benefits, contact information and pricing across print, online and retail signage. Different channels communicate one coherent message.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
An advertising objective defines what a paid campaign should achieve, such as informing, persuading or reminding customers. Clear objectives guide creative work and evaluation.
A water-filter brand aims first to explain how its product works, not to claim instant market leadership. The objective determines what the advert should achieve.
An advertising budget is the amount set aside for creating and placing paid messages. It should reflect objectives, available funds and expected reach.
A company estimates what it can reasonably spend to reach a specific audience through selected media. The budget supports the communication plan.
The advertising message is the key idea a sponsor wants customers to understand. It needs an understandable promise, relevant evidence and suitable execution.
An air-purifier advert explains filter replacement and tested features rather than using only a slogan. The message carries the meaningful product promise.
Media planning selects platforms, timing and placement for advertising. Reach, frequency, audience habits and cost help determine the best combination.
A college bookstore chooses campus posters and search results over television advertising. It places media where likely customers actually look.
Advertising evaluation checks whether the campaign reached the intended audience and influenced awareness or behaviour. Results help decide what to change next time.
A café compares customer awareness before and after a small local campaign. It checks communication results rather than assuming the ad worked.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
Consumer sales promotion gives buyers short-term reasons to try or buy a product, such as samples or coupons. It aims at the final consumer.
A supermarket gives shoppers a limited-time free sample of a new drink. The incentive is aimed at final buyers.
Trade sales promotion offers incentives to retailers or distributors to stock, display or recommend a product. Its audience is the channel member rather than the end buyer.
A packaged-food producer offers retailers a display allowance for a new product. The incentive is directed to the distribution channel.
Promotional tools include samples, coupons, price offers, contests, displays and dealer incentives. Different tools suit different audiences and campaign objectives.
A brand chooses samples, coupons and contests based on what each tool can achieve. Different short-term incentives suit different objectives.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
Public relations builds and protects an organisation's relationships and reputation with stakeholders. It may use media communication, events and community programmes.
A company holds a factual briefing after neighbours raise pollution concerns. It engages stakeholders through explanation and dialogue.
Publicity is attention an organisation or product receives through news coverage or other public discussion. It differs from a standard purchased advertising placement.
A local newspaper independently reports a restaurant's community meal programme. The media mention is not a paid advertisement placed by the restaurant.
PR tools can include press releases, interviews, events, publications and community activities. They communicate information and help manage public understanding.
A company combines a press release, an open house and public information materials. Different activities address stakeholders' information needs.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
Direct mail sends promotional material directly to selected people or organisations. It can be targeted but must avoid unwanted or misleading messages.
A college bookshop posts an examination-guide catalogue to subscribers who asked for it. A specific customer list receives information directly.
Catalogue marketing presents a collection of products so customers can browse and order. Catalogues may be printed or digital.
A wholesale supplier sends businesses an organised illustrated list of products and prices. The catalogue allows buyers to choose from a complete offer.
Telemarketing uses telephone conversations to inform customers or seek purchases. It depends on respectful consent, appropriate timing and clear information.
A bank representative calls customers who agreed to hear about a new service. The telephone becomes the direct communication channel.
Digital channels include websites, search, email and social platforms used to reach and interact with customers. Each channel serves different customer behaviours.
A small firm compares email, search and social media to inform likely buyers. Different web channels reach different moments in the customer journey.
Personal selling involves identifying prospects, learning their needs, presenting a suitable offer, handling concerns and following up. It relies on two-way interaction.
A sales adviser learns a buyer's needs, demonstrates options, handles questions and closes a suitable sale. Selling involves steps rather than one persuasive sentence.
Sales management plans, supports and evaluates the sales team. Recruitment, training, targets and feedback help salespeople perform responsibly.
A manager trains and reviews the performance of a sales team using clear service standards. Supervision supports consistent selling behaviour.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
Multilevel marketing uses a network of individual sellers who may earn compensation from their own sales and, under some plans, a team's sales. Its structure requires careful scrutiny.
A company sells products through independent participants who may also recruit other sellers. Its sales model depends on the actual product and compensation structure.
Ethical concerns arise if recruiting people becomes more important than genuine retail demand or earnings claims are misleading. Participants need transparent costs, risks and compensation information.
A recruitment pitch places heavy emphasis on enrolment fees but gives little evidence of genuine product demand. Prospective participants should distinguish real sales from misleading recruitment claims.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
Consistent marketing communications make an offer easier to recognise and understand across channels. Coordination can reduce conflicting messages and wasted effort.
A customer hears the same clear pricing and product details from a shop's website and its salesperson. Consistency reduces confusion and supports trust.
AI tools can support drafting, audience analysis and testing promotional ideas. Marketers must still check accuracy, consent, fairness and whether the final message is truthful.
A small brand uses software to suggest advert drafts, then checks claims and audience suitability before publishing. Automation assists creative work but still requires human verification.
Original PDF page links are supplied for verification. Some slides use diagrams or split their sentences across lines; the linked PDF is authoritative.
All 11 teaching sections in this chapter group are listed below. Original lecture slides are linked within each section so you can verify important terms, diagrams and lists.
These are notes based on the uploaded Marketing Management lecture PDFs. Examples added to explain a concept are illustrative, not quotations from the lecturer.
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