Chapter 4
Communicating Customer Value: Promotion to Evangelism
The communication process is a fundamental concept in effective interaction involving the transmission and reception of messages.
It begins with an…
Communication objectives are crucial strategic goals in marketing, serving as the backbone for promotional activities.
Clear communication objectives…
The AIDA model is a widely recognized marketing concept that outlines the steps a consumer takes prior to making a purchase. It consists of four…
Integrated Marketing Communication (IMC) is a strategic approach that aligns and integrates various forms of communication to deliver a consistent,…
Effective marketing communication is the vital link connecting businesses and their target audience, facilitating info exchange, and influencing…
Advertising is a marketing communication strategy used by businesses and organizations to promote or sell products, services, or ideas. It involves…
Print and outdoor advertising are traditional but still effective methods of reaching consumers.
Print Advertising: This involves the use of printed…
Television and radio advertising are two traditional yet powerful mediums of mass communication. They have been used to disseminate information,…
Celebrity endorsement and influencer marketing are significant tools in the world of advertising and brand promotion. They have a vital impact on…
Sales promotion is a vital component of a company's marketing strategy. It is a set of activities or techniques that are used to increase the…
Customer-oriented sales promotion refers to the practice of tailoring sales promotions to meet the specific needs and preferences of individual…
Trade-oriented sales promotion, aimed at intermediaries such as wholesalers and retailers, can be a powerful tool in a company's promotion…
Personal selling is an integral part of marketing, where the salesperson engages in one-on-one communication to understand customer needs, address…
Personal selling is a sales strategy used to engage with potential customers, understand their needs, and guide them toward a purchase. It involves a…
Direct marketing is a promotional tool that involves communicating with individuals directly to promote products or services. It bypasses retailers…
Direct marketing encompasses a range of methods to establish direct communication with potential customers and promote products or services.
Some of…
The emergence of digital platforms has led to a plethora of options available online, rendering marketing indispensable for promoting products and…
Online marketing encompasses a wide range of strategies designed to reach customers through internet-based channels, including these five essential…
Public Relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and the public.…
Public relations (PR) tools are various methods used by organizations to maintain a positive image and foster a strong relationship with the public.…
The marketing funnel represents the customer's journey from initial product or service awareness to purchasing. It is illustrated as an inverted…
IMC, or Integrated Marketing Communication, strategically connects all messages, ensuring a seamless consumer experience. It guides customers from…
An Integrated Marketing Communications (IMC) budget is a comprehensive financial blueprint that outlines the projected costs for all promotional and…
The Integrated Marketing Communications (IMC) budget holds paramount importance in a company's marketing strategy. A financial blueprint that…
Planning a campaign refers to the process of strategizing and organizing efforts and resources to achieve a specific goal through a series of actions…
