The loyalty ladder is often used by marketing communicators to put forward the proposition that consumers can be moved along…
A marcoms tool that a marketer can employ for branding decision-making is the Four Banding Alternatives (Tauber 1981). Four Branding…
Advertising is an important element of the marketing communications mix. Put simply, advertising directs a message at large numbers of…
An advertising agency handles part or all marketing communications activities on behalf of a client organisation. The agencies themselves tend…
Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Salespeople match the benefits…