7 “Are You Talking to Me?”

Emílio Távora Vilar ()
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Emílio Távora Vilar: University of Lisbon

A chapter in Ten and a Half Lessons in Marketing, 2025, pp 127-150 from Springer

Abstract: Abstract In this Lesson, the focus is on marketing communications and its critical role in attracting attention, connecting with, and engaging a target audience, ultimately influencing their behaviour. The lesson outlines “pull” and “push” communication strategies. It categorises communication channels, distinguishing between personal and non-personal, as well as several mediums, including broadcasting, print, and online platforms. Additionally, it describes various tools, such as advertising, personal selling, public relations, events and experiences, and word-of-mouth marketing. Finally, the lesson exemplifies a marketing communications programme along with its sequential steps.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-09728-6_8

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DOI: 10.1007/978-3-032-09728-6_8

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