BTEC Level 4 Lesson 2.6: Marketing communications and promotional tools


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.

Key terms:

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:

  • Explain how marketing communications operate 
  • Plan a promotional campaign 
  • Explain how the elements of the promotional mix fit together to create a total package 
  • Select suitable promotional tools for achieving a given objective 
  • Understand what public  relations(PR) will do for you and what it will not do 
  • Explain the main pitfalls of defensive PR
  • Plan a media event 
  • Understand the problems facing a PR executive or agent
  • Formulate a suitable PR policy for a given set of circumstances 
  • Formulate a brief for an advertising agency 
  • Explain the main criteria for writing advertising copy 
  • Understand what personal selling is intended to achieve  for the firm
  • Outline the main features of sales management 
  • Explain the role of word-of-mouth communication 
  • Explain how sponsorship helps in building a positive corporate image 
  • Explain the importance of the internet 
  • Outline the importance of social media

Let us now begin with the first video session for this unit!