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.
Made for understanding the material from the beginning, not just memorising headings.
Promotion means telling customers about a product and persuading them to consider it. A business can use advertising, personal selling, sales promotion, public relations and direct marketing. Each tool communicates in a different way.
The lecturer defines five major tools: advertising, direct marketing, sales promotion, public relations/publicity and personal selling. They have different strengths, from broad awareness to immediate trial and personalised persuasion.
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.
Remember: 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.
Remember: 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.
Remember: 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.
Remember: 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.
Remember: Two-way personal interaction supports the sale.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Communication begins with a sender who creates a message and chooses a medium. The receiver interprets it and may respond. AIDA explains four stages of persuasive communication: awareness, interest, desire and action.
A sender encodes a message through media; the receiver decodes it and may provide a response and feedback. AIDA describes awareness, interest, desire and action as desired steps in persuasive communication. Noise can interfere with interpretation (supplementary clarification).
The customer notices the product for the first time.
A sender encodes a message through media; the receiver decodes it and may provide a response and feedback. AIDA describes awareness, interest, desire and action as desired steps in persuasive communication. Noise can interfere with interpretation (supplementary clarification). For sender and receiver specifically, the important distinction is: the business originates the message and residents receive it.
A restaurant sends an opening announcement to nearby residents. The business originates the message and residents receive it.
Remember: The business originates the message and residents receive it.
A sender encodes a message through media; the receiver decodes it and may provide a response and feedback. AIDA describes awareness, interest, desire and action as desired steps in persuasive communication. Noise can interfere with interpretation (supplementary clarification). For encoding and decoding specifically, the important distinction is: the company encodes a meaning that buyers may decode differently.
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.
Remember: The company encodes a meaning that buyers may decode differently.
A sender encodes a message through media; the receiver decodes it and may provide a response and feedback. AIDA describes awareness, interest, desire and action as desired steps in persuasive communication. Noise can interfere with interpretation (supplementary clarification). For feedback and response specifically, the important distinction is: the response returns useful information to the original sender.
After sending a new menu, a café reads customers' replies and adjusts its communication. The response returns useful information to the original sender.
Remember: 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.
Remember: 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.
Remember: 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.
Remember: 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.
Remember: The communication makes the next purchasing step obvious.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Good communication begins with knowing who the customers are. The business decides what it wants them to think or do, creates a clear message and chooses where to deliver it. Afterwards, it checks whether people understood and responded.
Begin by identifying the target audience and its current image of the brand. Define a desired communication response, design the message and select suitable personal or non-personal channels. Consider reach, understanding and whether the message fits the audience.
Begin by identifying the target audience and its current image of the brand. Define a desired communication response, design the message and select suitable personal or non-personal channels. Consider reach, understanding and whether the message fits the audience. For identify target audience specifically, the important distinction is: audience choice guides the message and channel.
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.
Remember: Audience choice guides the message and channel.
Begin by identifying the target audience and its current image of the brand. Define a desired communication response, design the message and select suitable personal or non-personal channels. Consider reach, understanding and whether the message fits the audience. For communication objectives specifically, the important distinction is: the intended audience response is defined in advance.
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.
Remember: The intended audience response is defined in advance.
Begin by identifying the target audience and its current image of the brand. Define a desired communication response, design the message and select suitable personal or non-personal channels. Consider reach, understanding and whether the message fits the audience. For message design specifically, the important distinction is: it chooses content and wording that fit the buyer's concern.
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.
Remember: It chooses content and wording that fit the buyer's concern.
Begin by identifying the target audience and its current image of the brand. Define a desired communication response, design the message and select suitable personal or non-personal channels. Consider reach, understanding and whether the message fits the audience. For communication channel choice specifically, the important distinction is: the delivery medium needs to match the audience.
A local language bookshop compares print notices and social media to reach older and younger customers. The delivery medium needs to match the audience.
Remember: The delivery medium needs to match the audience.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
A business must decide how much to spend on promotion. It may use what it can afford, a percentage of sales, competitors’ spending or the actual tasks needed to reach its communication goals.
The lecture identifies affordable, percentage-of-sales, competitive-parity and objective-and-task budgeting. The objective-and-task approach sets communication goals, identifies required activities and estimates their costs.
The lecture identifies affordable, percentage-of-sales, competitive-parity and objective-and-task budgeting. The objective-and-task approach sets communication goals, identifies required activities and estimates their costs. For affordable promotion budget method specifically, the important distinction is: the budget is determined by perceived affordability rather than stated objectives.
A bakery sets its promotion spending to what remains after essential operating costs. The budget is determined by perceived affordability rather than stated objectives.
Remember: The budget is determined by perceived affordability rather than stated objectives.
The lecture identifies affordable, percentage-of-sales, competitive-parity and objective-and-task budgeting. The objective-and-task approach sets communication goals, identifies required activities and estimates their costs. For percentage-of-sales method specifically, the important distinction is: the budget rises and falls with the sales base.
A shop allocates a fixed share of expected sales revenue to promotion. The budget rises and falls with the sales base.
Remember: The budget rises and falls with the sales base.
The lecture identifies affordable, percentage-of-sales, competitive-parity and objective-and-task budgeting. The objective-and-task approach sets communication goals, identifies required activities and estimates their costs. For competitive parity method specifically, the important distinction is: competitor expenditure becomes the reference point.
A retailer studies how much nearby rivals spend on advertising before setting its own budget. Competitor expenditure becomes the reference point.
Remember: Competitor expenditure becomes the reference point.
The lecture identifies affordable, percentage-of-sales, competitive-parity and objective-and-task budgeting. The objective-and-task approach sets communication goals, identifies required activities and estimates their costs. For objective-and-task method specifically, the important distinction is: the budget follows specified objectives and tasks.
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.
Remember: The budget follows specified objectives and tasks.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Promotion works better when advertising, public relations, selling and other channels say consistent things. Integrated Marketing Communications, or IMC, means planning these messages together.
A company allocates communication resources across tools. Integrated Marketing Communications (IMC) coordinates them so audiences receive a consistent, credible message across touchpoints. The objective is clarity, not identical content on every platform.
A company allocates communication resources across tools. Integrated Marketing Communications (IMC) coordinates them so audiences receive a consistent, credible message across touchpoints. The objective is clarity, not identical content on every platform. For push strategy specifically, the important distinction is: the immediate effort persuades intermediaries to stock and recommend the brand.
A soap manufacturer trains distributors and offers trade display support. The immediate effort persuades intermediaries to stock and recommend the brand.
Remember: The immediate effort persuades intermediaries to stock and recommend the brand.
A company allocates communication resources across tools. Integrated Marketing Communications (IMC) coordinates them so audiences receive a consistent, credible message across touchpoints. The objective is clarity, not identical content on every platform. For pull strategy specifically, the important distinction is: end-user demand encourages retailers to request the product.
Consumers ask their local shop for a shampoo after seeing a useful advertisement. End-user demand encourages retailers to request the product.
Remember: End-user demand encourages retailers to request the product.
A company allocates communication resources across tools. Integrated Marketing Communications (IMC) coordinates them so audiences receive a consistent, credible message across touchpoints. The objective is clarity, not identical content on every platform. For integrated marketing communications specifically, the important distinction is: different channels communicate one coherent message.
A brand uses consistent benefits, contact information and pricing across print, online and retail signage. Different channels communicate one coherent message.
Remember: Different channels communicate one coherent message.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Advertising needs a purpose. It may introduce a new product, persuade buyers or remind them about a brand. The business also chooses its message, budget and media. Reach means how many people see it; frequency means how often.
Advertising planning starts with objectives: inform, persuade or remind. Budget, creative message and media selection follow. Reach is how many distinct people are exposed; frequency is how often; impact concerns qualitative effect.
Advertising planning starts with objectives: inform, persuade or remind. Budget, creative message and media selection follow. Reach is how many distinct people are exposed; frequency is how often; impact concerns qualitative effect. For advertising objective specifically, the important distinction is: the objective determines what the advert should achieve.
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.
Remember: The objective determines what the advert should achieve.
Advertising planning starts with objectives: inform, persuade or remind. Budget, creative message and media selection follow. Reach is how many distinct people are exposed; frequency is how often; impact concerns qualitative effect. For advertising budget specifically, the important distinction is: the budget supports the communication plan.
A company estimates what it can reasonably spend to reach a specific audience through selected media. The budget supports the communication plan.
Remember: The budget supports the communication plan.
Advertising planning starts with objectives: inform, persuade or remind. Budget, creative message and media selection follow. Reach is how many distinct people are exposed; frequency is how often; impact concerns qualitative effect. For advertising message specifically, the important distinction is: the message carries the meaningful product promise.
An air-purifier advert explains filter replacement and tested features rather than using only a slogan. The message carries the meaningful product promise.
Remember: The message carries the meaningful product promise.
Advertising planning starts with objectives: inform, persuade or remind. Budget, creative message and media selection follow. Reach is how many distinct people are exposed; frequency is how often; impact concerns qualitative effect. For media planning specifically, the important distinction is: it places media where likely customers actually look.
A college bookstore chooses campus posters and search results over television advertising. It places media where likely customers actually look.
Remember: It places media where likely customers actually look.
Advertising planning starts with objectives: inform, persuade or remind. Budget, creative message and media selection follow. Reach is how many distinct people are exposed; frequency is how often; impact concerns qualitative effect. For advertising evaluation specifically, the important distinction is: it checks communication results rather than assuming the ad worked.
A café compares customer awareness before and after a small local campaign. It checks communication results rather than assuming the ad worked.
Remember: It checks communication results rather than assuming the ad worked.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Sales promotion gives people a short-term reason to buy or try something. Common tools include samples, coupons, contests, offers and dealer incentives.
Sales promotion uses short-term incentives to speed trial or purchase. Consumer and trade examples include samples, coupons, refunds, price packs and other temporary offers. Excessive promotion can train customers to wait for discounts.
Sales promotion uses short-term incentives to speed trial or purchase. Consumer and trade examples include samples, coupons, refunds, price packs and other temporary offers. Excessive promotion can train customers to wait for discounts. For consumer sales promotion specifically, the important distinction is: the incentive is aimed at final buyers.
A supermarket gives shoppers a limited-time free sample of a new drink. The incentive is aimed at final buyers.
Remember: The incentive is aimed at final buyers.
Sales promotion uses short-term incentives to speed trial or purchase. Consumer and trade examples include samples, coupons, refunds, price packs and other temporary offers. Excessive promotion can train customers to wait for discounts. For trade sales promotion specifically, the important distinction is: the incentive is directed to the distribution channel.
A packaged-food producer offers retailers a display allowance for a new product. The incentive is directed to the distribution channel.
Remember: The incentive is directed to the distribution channel.
Sales promotion uses short-term incentives to speed trial or purchase. Consumer and trade examples include samples, coupons, refunds, price packs and other temporary offers. Excessive promotion can train customers to wait for discounts. For sales promotion tools specifically, the important distinction is: different short-term incentives suit different objectives.
A brand chooses samples, coupons and contests based on what each tool can achieve. Different short-term incentives suit different objectives.
Remember: Different short-term incentives suit different objectives.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Public relations helps a business build trust and manage its public image. Publicity is attention received through news or other public coverage. It is different from paying for an advertisement.
Public relations builds and protects organisational reputation through events, communication and stakeholder relationships. Unlike paid advertising, media coverage is not always directly controlled by the organisation.
Public relations builds and protects organisational reputation through events, communication and stakeholder relationships. Unlike paid advertising, media coverage is not always directly controlled by the organisation. For public relations specifically, the important distinction is: it engages stakeholders through explanation and dialogue.
A company holds a factual briefing after neighbours raise pollution concerns. It engages stakeholders through explanation and dialogue.
Remember: It engages stakeholders through explanation and dialogue.
Public relations builds and protects organisational reputation through events, communication and stakeholder relationships. Unlike paid advertising, media coverage is not always directly controlled by the organisation. For publicity specifically, the important distinction is: the media mention is not a paid advertisement placed by the restaurant.
A local newspaper independently reports a restaurant's community meal programme. The media mention is not a paid advertisement placed by the restaurant.
Remember: The media mention is not a paid advertisement placed by the restaurant.
Public relations builds and protects organisational reputation through events, communication and stakeholder relationships. Unlike paid advertising, media coverage is not always directly controlled by the organisation. For public relations tools specifically, the important distinction is: different activities address stakeholders' information needs.
A company combines a press release, an open house and public information materials. Different activities address stakeholders' information needs.
Remember: Different activities address stakeholders' information needs.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Direct marketing reaches selected customers through calls, messages, catalogues or online channels. Personal selling means speaking with a buyer to understand needs, answer questions and help them decide. Some sales-management topics are only headings in the source.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation. For direct mail specifically, the important distinction is: a specific customer list receives information directly.
A college bookshop posts an examination-guide catalogue to subscribers who asked for it. A specific customer list receives information directly.
Remember: A specific customer list receives information directly.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation. For catalogue marketing specifically, the important distinction is: the catalogue allows buyers to choose from a complete offer.
A wholesale supplier sends businesses an organised illustrated list of products and prices. The catalogue allows buyers to choose from a complete offer.
Remember: The catalogue allows buyers to choose from a complete offer.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation. For telemarketing specifically, the important distinction is: the telephone becomes the direct communication channel.
A bank representative calls customers who agreed to hear about a new service. The telephone becomes the direct communication channel.
Remember: The telephone becomes the direct communication channel.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation. For digital marketing channels specifically, the important distinction is: different web channels reach different moments in the customer journey.
A small firm compares email, search and social media to inform likely buyers. Different web channels reach different moments in the customer journey.
Remember: Different web channels reach different moments in the customer journey.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation. For personal selling process specifically, the important distinction is: selling involves steps rather than one persuasive sentence.
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.
Remember: Selling involves steps rather than one persuasive sentence.
Direct marketing addresses selected customers through direct mail, catalogues, calls and digital channels. Personal selling uses interaction to discover needs, answer objections and build relationships. The original slide on sales management lists headings but provides little explanation. For sales management specifically, the important distinction is: supervision supports consistent selling behaviour.
A manager trains and reviews the performance of a sales team using clear service standards. Supervision supports consistent selling behaviour.
Remember: Supervision supports consistent selling behaviour.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
In multilevel marketing, people may earn money by selling products and sometimes by building a sales network. It is important to look at genuine product sales and distinguish them from arrangements that depend mainly on recruitment.
The lecture introduces an arrangement where individuals purchase products and may earn commission through selling and recruitment structures. It should be distinguished from unlawful pyramid schemes based primarily on recruitment rather than genuine product sales (supplementary caution).
The lecture introduces an arrangement where individuals purchase products and may earn commission through selling and recruitment structures. It should be distinguished from unlawful pyramid schemes based primarily on recruitment rather than genuine product sales (supplementary caution). For multilevel marketing specifically, the important distinction is: its sales model depends on the actual product and compensation structure.
A company sells products through independent participants who may also recruit other sellers. Its sales model depends on the actual product and compensation structure.
Remember: Its sales model depends on the actual product and compensation structure.
The lecture introduces an arrangement where individuals purchase products and may earn commission through selling and recruitment structures. It should be distinguished from unlawful pyramid schemes based primarily on recruitment rather than genuine product sales (supplementary caution). For ethical concerns in multilevel marketing specifically, the important distinction is: prospective participants should distinguish real sales from misleading recruitment claims.
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.
Remember: Prospective participants should distinguish real sales from misleading recruitment claims.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
Integrated Marketing Communications means keeping messages consistent wherever people see a brand. AI may help prepare variations or study results, but people still need to check the claims. The AI portion is supplementary because the slide only names it.
IMC helps an organisation deliver unified messages and avoid contradictions. The source slide on AI is only a title. Supplementary clarification: AI can help draft variations and analyse campaign feedback, but outputs require accuracy, consent and brand review.
IMC helps an organisation deliver unified messages and avoid contradictions. The source slide on AI is only a title. Supplementary clarification: AI can help draft variations and analyse campaign feedback, but outputs require accuracy, consent and brand review. For benefits of integrated marketing communications specifically, the important distinction is: consistency reduces confusion and supports trust.
A customer hears the same clear pricing and product details from a shop's website and its salesperson. Consistency reduces confusion and supports trust.
Remember: Consistency reduces confusion and supports trust.
IMC helps an organisation deliver unified messages and avoid contradictions. The source slide on AI is only a title. Supplementary clarification: AI can help draft variations and analyse campaign feedback, but outputs require accuracy, consent and brand review. For ai in promotion specifically, the important distinction is: automation assists creative work but still requires human verification.
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.
Remember: Automation assists creative work but still requires human verification.
These extracts follow the lecturer’s slide order. Some original PDF lines are short fragments; select a slide number to see the complete original page.
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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