Marketing Communication Tools: Advertising, Promotion, and Selling

TOOL 1 — ADVERTISING - 1️. Tool itself (WHAT it is): It allows repeated exposure with low cognitive effort, making it especially effective for building brand meaning over time. / Reusable exam phrase: “This communication tool allows repeated exposure with low cognitive effort.” Types of Advertising (VERY IMPORTANT): a) Consumer-Oriented Brand Advertising (COBA): Targets final consumers (B2C)/ Focuses on brand values, image and meaning. COMM. OBJECTIVES: Category need, Brand awareness (recognition & recall), Brand attitude. b) Retail Advertising: Combines store image and product communication. COMM. OBJECTIVES: Brand Awareness, Brand attitude, Can support purchase intention indirectly. c) B2B Advertising: Targets companies and professional buyers. COMM. OBJECTIVES: Brand Awareness, Brand Attitude. d) Corporate-Image Advertising: Promotes the company itself (values, reputation, CSR). COMM. OBJECTIVES: Brand attitude, Brand image / reputation. 2️. Communication objectives: Advertising targets: Category need, Brand awareness (recognition and recall), Brand attitude. Golden exam sentence: "Main OBJ: as advertising focuses on building brand knowledge and positive perceptions rather than immediate purchase.” 3️. “Where” from the BSM: “This tool mainly works at home or in low time-pressure contexts, where the consumer is relaxed and receptive to information.” Key ideas you can mention: Low pressure, Medium accessibility, Passive or relaxed consumption. 4️. Decision stage: “Advertising mainly impacts the Need Arousal stage and the early brand consideration stage, preparing the consumer before the purchase decision.”

TOOL 2 — SALES PROMOTION - 1. Tool: Sales promotion is a short-term communication tool based on incentives designed to stimulate immediate action and reduce the time between decision and purchase. Types of Sales Promotion: 1. Immediate reward promotions: Price discounts, Coupons, Samples, Premiums. 2. Delayed reward promotions: Contests, Loyalty cards, Loyalty programs. Answer: “Sales promotion can be immediate or delayed rewards, depending on the incentive strategy.” 2️. Comm. Obj: ONLY: Brand purchase intention: it aims to trigger immediate buying behaviour. 3. “Where”: “This tool mainly works at the point of purchase, in contexts of high accessibility and high time pressure.” PLACES: Supermarkets, Stores, Online checkout. 4. Decision stage: “Sales promotion mainly impacts the purchase stage, accelerating the final decision.”

TOOL 3 — PERSONAL SELLING - 1. Tool:  Personal selling is a direct, face-to-face communication tool that allows personalised explanations, immediate feedback and high credibility. It is especially effective in high-involvement situations where the consumer needs reassurance. Types of Personal Selling: a) Traditional Personal Selling: Focus on sales/ Tactical win–win. B) Nowadays Personal Selling (Solution Selling): Problem solving/ Solution selling/ Strategic win–win/ Uses information and databases. 2️. Communication Objectives:  - Brand purchase intention/ (Secondary effect: reinforces brand attitude through trust.) Answer: “The main communication objective of personal selling is brand purchase intention, as it helps reduce uncertainty and supports the final decision.” 3️. “Where”: “This tool works mainly at the point of purchase, in high-involvement and high-pressure contexts where the consumer needs reassurance.” Examples: Retail stores, Professional environments, Counters / consultations. 4️. Decision stage: “mainly impacts the purchase stage, helping to close the decision by resolving doubts.”