Marketing Communication & Advertising is a structured track of 6 lessons that build a complete, interview-ready understanding of the topic. Work through them in order, then use the quiz and flashcards in each lesson to revise.
What this course covers
- Why Marketing Communication Matters - Quote Seth Godin: "People do not buy goods and services.
- The 7 Steps of Effective Marketing Communication - Step Action Details Key Output 1 Identify Target Audience Define who you're communicating with - demographics, psychographics, media habits, pain points Detailed audience
- The Promotion Mix: 5 Elements Explained - Element Nature Description Example Advertising Paid, non-personal Mass communication via TV, print, digital, billboards, OOH Amul's iconic topical print ads; Cadbury TVCs
- ATL, BTL & TTL Marketing: Differences & Examples - ATL (Above the Line) Mass media channels designed for broad reach and brand awareness building: Channel Characteristics Indian Example Television (TVCs) Highest reach; cr
- Integrated Marketing Communication (IMC) Explained - IMC ensures all communication channels deliver a consistent, unified brand message.
- Hierarchy of Effects: Consumer Response Models - All consumer response models follow the fundamental sequence: Cognitive (Think) → Affective (Feel) → Behavioral (Do) AIDA: Attention → Interest → Desire → Action Hierarch