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Chapter 8
The communication process is the transmission and reception of messages or information from one sender to the receiver. It involves the sender encoding an ...
Marketing communication objectives refer to the strategic goals that guide promotional activities. They set the stage for messaging strategies, content ...
The AIDA model, which stands for Attention, Interest, Desire, and Action, helps businesses understand the buying process of a potential buyer. Consider ...
Integrated marketing communication is the strategic combination of various marketing channels to convey a unified and compelling message to target ...
Effective marketing communication lays the foundation for executing an integrated marketing communication plan. The IMC plan has seven steps. The first ...
Advertising is a paid strategy that brands and organizations employ to promote their offerings through diverse channels, including TV, radio, print media, ...
Print and outdoor ads are two major forms of advertisements. Print ads are promotional messages inked on paper and distributed via diversified outreach ...
TV and radio ads are classic and impactful mass-marketing methods for engaging audiences. Television advertising is a powerful platform for businesses to ...
Celebrity endorsement and influencer marketing involve brands partnering with famous individuals to promote their products or services. Celebrity ...
Sales promotions are short-term incentives designed to stimulate purchases of goods and services. Businesses leverage these promotions to unveil exciting ...
Sales promotion helps attract customers and promote sales in various ways. For example, coupons offer item discounts, such as Kellogg's ...
Trade-oriented sales promotion strategically targets channel intermediaries to push products to consumers. It includes tools like trade allowances, ...
Personal or one-to-one selling is a direct, face-to-face process where a salesperson builds relationships with potential customers, understands their ...
The personal selling process includes the steps involved in the one-on-one selling technique. Harry is an electric vehicle sales representative engaged in ...
Direct marketing is a technique that communicates a personalized message directly to a target audience to inspire actions. It is a cost-effective way for ...
Various industries use direct marketing to attract potential customers and engage with existing customers. For example, banks use various direct marketing ...
Online marketing is all about promoting products and services on the internet. It has become increasingly essential for businesses due to the rise in ...
Businesses use a dynamic blend of online marketing tools, including search engine optimization, content marketing, pay-per-click, social media, email, and ...
Public relations or PR are activities aimed at promoting and managing a company's reputation and influencing public opinion to gain support. PR can be ...
Public relations or PR tools include publications, video-audio programs, annual reports, media relations, websites, and social media designed to convey ...
The Marketing Funnel is a model representing a customer's journey from product discovery to purchase. It acts as a guide for businesses on media ...
The marketing funnel aids marketers in choosing the appropriate media at each step of the process. In the awareness stage, marketers select diverse media ...
The IMC budget represents the total money allocated for all promotional activities. It prevents a company from overspending or underspending on ...
Companies use structured approaches to allocate resources effectively when creating marketing budgets. For example, XYZ Mobile allocates a five hundred ...
Planning a campaign involves detailing each step and timing to coordinate activities effectively toward the campaign goals. For example, Puma's ...
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