Principles of marketing/PMKT103/Leveraging promotion tools/Video signpost 2

Marketing communications

Watch this video by Brian K. McCarthy to learn about marketing communications in the context of one of the 4 Ps - Promotion. The presenter covers the following:

• a 6-step marketing communications framework in alignment with strategic goals
• three (3) key steps in developing marketing communications
• AIDA Model of Communication
• objectives, messages and tools

Marketing communications by Brian K. McCarthy (8:20)

1. You are talking with a friend over dinner about this course. How do you explain AIDA to them?
2. Make a WEnote post and then look on the course feed page to see how others explained it.

Note: Your comment will be displayed in the course feed.

Understanding consumer behaviour

Understanding consumer behaviour is essential when designing marketing communications and promotion of a product. You may find it useful to refer back to the learning pathway on Assessing customer behaviour and motivation in Market research and customer insights (PMKT102) or watch the following video for a refresher on this topic.

Introduction to Consumer Behaviour, by Steven D'Allessandro (27:40)