This chapter is about communicating that organization’s messages to the public. The tools of communication (advertising, personal selling, PR and sales promotions) are the most visible aspects of marketing, so non-marketers tend to think they represent the whole of marketing.
Communication requires the active participation of both the sender and the receiver so the message does not only have to contain the information the organization wishes to convey but must also be sufficiently interesting to the consumers( or the organization’s other Publics) for them to pay attention to it.
Adoption, advertisement, AIDA, conviction, copy, copywriter, crowdsourcing, execution format, institutional advertising, interference, lifestyle campaigns, mailshots, noise, personal selling, product advertising, public relations, public relations PR, ratchet effect, rational campaigns, redundancy, sales promotion, self- liquidating offer, Caesar campaigns.
Having gone through this session you should be able to:
Let us now begin with the first video session for this unit!