Advertising and Public Relations · TEE · revision
Unit 1 · communication
Last-day TEE revision
All five units and case-answer structure
Use the following connected outline to revise. Open a topic for its full definition, explained points, diagram where useful and example.
Need and importance of communication
- It communicates accurate information to relevant people.
- It coordinates activities and prevents inconsistent promises.
- It supports persuasion, relationships and feedback.
- It enables the organisation to respond to misunderstanding and evaluate whether meaning was received.
Types of communication
| Type | Meaning | Example |
|---|---|---|
| Verbal | Words in speech or writing | A product instruction |
| Nonverbal | Meaning from behaviour or presentation | A reassuring tone or facial expression |
| Visual | Meaning through images and spatial design | A labelled assembly diagram |
Levels of communication
- Intrapersonal communication occurs within an individual’s own thinking.
- Interpersonal communication occurs between individuals.
- Group communication involves several interacting members.
- Mass communication distributes a message to a large, dispersed audience through media.
Communication barriers and remedies
| Barrier | Effect | Remedy |
|---|---|---|
| Semantic | Meaning is misunderstood | Use plain wording and explain terms |
| Technical | Message cannot be heard/read/accessed | Improve format and provide alternatives |
| Psychological | Distrust or anxiety blocks acceptance | Listen and provide credible evidence |
Effective advertising content
- Identify the target audience and one relevant main benefit.
- Use a clear hierarchy and simple, correct language.
- Support claims with appropriate evidence and disclose conditions.
- Make the action clear and the format accessible.
- Keep the creative consistent with the real product experience.
Visual communication: colour, shape and form
- Colour attracts attention, groups information and supports identity, with context-dependent associations.
- Shapes create structure and visual associations, such as enclosure or direction.
- Form conveys depth and helps communicate product appearance.
- Together with spacing and hierarchy, these elements support comprehension and recall.
Complete faculty lists from M1 notes
| Framework | Headings to recall |
|---|---|
| Six levels | Intrapersonal; extra-personal (human–machine/AI); interpersonal; group; institutional; mass. The notes say five but list six. |
| Five forms | Verbal/oral; nonverbal; written; active listening; visual. |
| Six channel forms | Email; SMS; instant messaging; forums; shared whiteboards; VoIP/video conferencing. Ordinary SMS does not require internet on the receiving phone. |
| Online message requirements | Clear and concise language; appropriate tone; complete responses. |
| Four Cs | Comprehension: understood; Connection: relevant; Credibility: believable and supported; Contagiousness: memorable and shareable. Sharing is not proof of truth or sales. |