Understanding the principal methods and techniques used in marketing and public
relationships (worked with Sanem for this part)
Why is it important in marketing to understanding your clients and their requirements?
Why is understanding the market you are working in important? What techniques and
tools could be used to help someone understand their market?
What is a SWOT analysis? Why are they are they a useful tool?
What is audience profiling? What sort of information might be included in an audience
Select a magazine and find their audience profile:
Explain in detail the 4 different elements of the marketing mix.
Select a publication, product or audience and explain the range of marketing materials
that they use.
Provide your own definition of advertising.
What is the purpose of sponsorship? Support your answer with detailed examples.
What is the purpose of endorsements? Explain a range of different types of
endorsements and use examples.
Why could holding an event be a good marketing strategy? What are some of the
opportunities and threats of holding an event?
What is merchandising? Use detailed examples to help explain.
What is the purpose of a press release? What sort of things should a good press
The purpose of a press release is to promote a specific product or and event for the
audience to have a wide range of awareness they let the media know about it. A press
release is a written communication reporting a detail and brief description about an event that
will be promote the product. A good press release should contain all the information that can
be generally asked by the public. For example having the date of when it was released is
important this is so that people are aware when this was written and if it a new piece of
information then they will be informed. Having a headline that will grab the audience is key,
this is a good way to manipulate the audience and catch there attention, having something
formal and factual will tend not to get many people interested to come and see an event.
Covering all the question areas such as having the 5 w’s and the h is important as it covers all
the areas so that people know exact what is been asked and what they can do for the event
that is being released.
Here you can see an example of a press release
the coca cola company have promoted. This is a
press release about making 3 million inspired
and making them more active across the country
in America. Many people took part in this event
and they did a number of activities, it got family
and friends together in this even that coca cola
have hosted as part of the press release. In the
image I have used you can see the bold and
aggressive punchy headline you can see they
have use the same colour scheme that coca
cola use the red white and black making it easy
to identify that it is a press release from the coca
Also on the image you can see they have
included the date the press release was
released, it is inserted underneath the headline. The technique they have used in this is that
the headline is bold and people reading this will then follow on underneath and notice the
date, this has been presented in a step sort of method. It also tells you who it’s by as you can
see are the coca cola company.
The information it has given you it covers all the 5 w’s and the h. This answers the people
question and they can all see what has been done for the event and the purpose. It is
structured in paragraphs making it easy to follow through each step. the propose of the coca
cola press release is that the company host major events around the world and interacting
with the public giving a positive attitude towards there product. By hosting many events and
presenting them in press release is an easier
way of advertising and also a good way of
communicating it with the audience.
What is the purpose of an electronic media pack? What sort of things should a good
electronic media pack contain?
An electronic media pack is a kit in business environments. It is a package of a number of
promotional materials such as of a person, company or organization again this links in with
the press release as it comes together as one in a package of different materials. An
electronic pack, you can will find this on the web. For example coca cola have a media pack
as they are a large company that is popular over the globe. They have many different
elements and different materials and information about their product, what they are about, a
biography of the where it has come from. All these information are useful as it also promotes
their company. A press release will be included in this package as it gives information about
events cocoa cola host.
What is the purpose of a PR briefing? Why should you create one? Explain some of the
areas a brief should cover.
Briefing is designed to set out the requirements of a PR campaign. It should include the
following things, such as establishing the goals of the campaign, the man audience, the
effects and the budget. For example every project you have been given or have set yourself it
should be broken down into elements and should be built to have a successful outcome and
also it helps you work towards a goal. By having a brief it tells you exactly what you need to
include and also what is asking for you to do.
Many different companies have a specific brief as many have a different target audience to
others. By having a brief it makes the organisation more organised.
Here you can see the se brief for a design contest for coca cola Germany. You can see their
aim and what they want to achieve at the end of the final design and what they want the
outcome to look like. Also they are special prizes to be won depending on how the design will
look like at the end. Before designing the package for coca cola Germany there is certain
information included what you should follow when designing, such as having the theme of
Live positively as coca cola main strategy is for people to look at life in a positive way
influencing the audience. It also includes that the bottle should be environmental friendly and
light to transport. These are some of the key elements a brief should include to have a strong
outcome and also what it is asking from you to do.
What is the purpose of a press conference? Why might you hold one? Use specific
examples to help you with your response.
A press conference can be taken place for a number of a reason to the main purpose is to
allow giving out a statement to the press and then to be later asked questions about what has
been said. A press conference can be associated with criminal investigations, sporting
events, elections and Politian’s.
For example many Politian’s host a press conference to discuss issues this can be mostly
negative the public are unhappy about or what to have their say, so the purpose of this is to
get the publics questions answered.
For example David Cameron and Aung San Suu Kyi gave a joint conference later this year in
October taking about Burma. This was hosted by both as Britain has supported and is willing
to help Burma. By both hosting the press conference questions where asked directly to
Cameron and then he will later answer this during the press conference as its an open
discussion on the issue.
Why could hand-outs be useful when managing a PR event?
Hand outs can be given freely to people taking park I an event. This can be a single sheet or
a booklet giving you information about what is to be expected and what the event is about.
Hand-outs are linked in with a press conference as the can be used to give a general
explanation of what will be taking part and what is happing.
For example in lectures hand outs will be given to people taking part giving them information
about the lecture and what will be happening, this can be a page of just a sheet of extra
information, you can either take this way with you and keep as its free. This can be useful in
PR events use as for promotional purpose as more people will be aware of what the product
or company is and can be up to date with the information provided.
What are some of the advantages of holding an interview instead of a press
The advantages of holding an interview instead of a conference is that conferences involves
a large group of people getting together discussing an issue and many different people will
have questions whether it is negative or positive. During conferences questions can be
avoided and you may not have a chance to share your thoughts or opinion of the issue.
Whereas and interview it is more personal and one on one and the questions that you have
prepared can be answered directly and can get are more clear response. This can involve
asking a range of different questions depending on the subject.
Many celebrities get personal interviews whether it is to launch a new album, single, film and
so on. It’s a good source of gathering primary research. You are getting hard copy evidence
of a specific topic that you wise to discuss. This can be carried out in a number of ways, it can
be video recorded, over email or forums, personal and written down hard copy as you go
along or even over phone. Depending on which method to use, holding an interview is more
effective than conferences as it involves more than one person where as interview its one on
one and your questions are more likely to be answered than avoided.
Why do people set up film and picture opportunities? Use examples to help our
People Would use or picture opportunities to promote their product or
company simply because tis it s a faster way to make the audience
recognise and make them aware of the product or company. For
example using films to promote products is a good tactic to use as it
will get through to the audience more effectively. Sky Fall 007
(James Bond) uses range of different product materials such as the
phone he uses. Sony Ericson would give to the film set free materials
to promote their products to these films as it will be seen world wide
and it is extremely popular with the audience. By using such a high
profile film and getting products promoted will increase sales and
profits for the Sony Ericsson company.
Both companies work together as its free promotion and it’s an
effective way of manipulating the audience into buy the product as
they will see famous celebrities and the high profile actors using the
exact same materials which people will be more persuaded into
buying it for themselves and making it more popular than other Phone companies as Sky fall
will have a lot of viewers watching or will have seen the film advertised on billboards, TV,
newspaper and magazine publications.
Why are contacts and networking important in marketing and PR? What kinds of
contacts could be useful? Provide details of a PR contact from at least one
There can be people in charge and can take over this role in managing contacts and
networking for a company or and individual. They will be the ones organising press releases,
conferences and interviews. It is their job to manage these elements in order to achieve a
If you are working for a big organisation company therefore you will need as many contacts
as possible to mange your PR successfully. This can including bring in contact with celebrities
and their agents, TV bookers, editors, publishers and bloggers, this is a wide range of
sources and people to contact in order to promote their company or individual.
By knowing the right people it will help the individual and the company become more
successful and also having good relationships with others is useful as you are giving a good
impression and also it will reach out to wider range of audiences and raising sells.
Coca cola as you know is an international company that is huge on advertising and has a big
audience as you see coca cola everywhere everyday. Coca cola will have lots of networks
they work with and also contacts they have as there company is advertised in many ways
On the coca cola UK page you can see who their PR and who they network with. I have found
out the have contact with Red Consultancy, this company works with a wide range of other
different businesses that are popular.
Coca cola have written a contract with red consultancy as they know their method will work
and will get a wide range of audience to notice.