1. Understanding the principal methods and techniques used in marketing and public relationships
Marketing:
Whyis it important in marketing to understandingyour clientsand their requirements?
You are aimingyourproducttowardsthemyoumust understandtheirrequirements,their
aspirations,theirinterests.Factorssuchas theirhobbies,culture,style,genre andmessage,usinga
brief isthe bestwayto not justunderstandyouraudience quicklyandeffectively.
Resourcessuchas time andmoneyare all importantwhenitcomestomarketing,notunderstanding
your clientbymissinterpretingyoubrief mightmeanthatyouwill lose yourclients,abreakdownof
communicationbetweenyouandyourclientisalsoa bad move,thismightmeanthatthe mostmajor
source of
Factual informationisalsoanimportantfactor,if your informationturnsoutto be incorrectthen it’s
likely that
Whyis understandingthe market you are working in important? What techniquesandtools could
be usedto helpsomeone understandtheir market?
If you knowthe marketyourself thenyouare more likelytoadvertiseyourproducteffectively,for
example if youwere topromote somethingsuchas internetsafetythenfollowingfactorssuchas the
interestsof the market,because of thisif youare not interpretingyourinformationtowardsthis
marketyouare lesslikelyforyourproduct/service togo unnoticed.Askingquestionssuchaswhat
doesthe networkthink,whoshouldwe be aimingourtargetfor,where shouldwe be sellingour
productand do we understandouraudience.Creatingabuyer’spersonalisimportantintermsof
understandingwhoiswantingtobuyourproduct andif theycan,for example understandingwhere
theylive,howmuchtheyearn,networth,relationshipsandworksectorare all importantfactorsin
learningaboutthe buyerandtheirpersona.
Swotis an example of atechnique thatyoucanuse,thisis because itallowsyoutolearnaboutthe
strengths,weaknesses,opportunitiesandthreats
Pest(political economicsocial andeconomic),isanotheruseful tool touse,ithelpsyoutolearnabout
where tosell andpromote yourproduct. Because of pest,youwill wantto know if yourproduct will
be sellable tocertaincompaniesaroundthe world, because of thisyouwill wanttoknow if youcan
legallysellyourproductincertaincompanies.Economicfactorssuchas inflationare important,this
will meanthatyouwill wantto keepinmindhow youwill wanttosell yourproduct,keyfactorssuch
as currency and price all ultimatelyaffecthow tosell yourproduct.Social if growingasa tool to effect
everything,includingthatof companiesandproductsinbotha positive andnegative way,because of
thisusing…
Technologycanalsomeanthe be all and end all how you can ensure if youare aheadof the
competition,notutilisingthe latesttechnologiestopromote,create anddistribute yourproductwill
meanthat youwill be a stepbehindyourcompetitors..
What is a SWOT analysis?Why are theyare theya useful tool?
Knowingthe strengthsof yourproductwill meanthatyouwill know whatpeople thinkaboutthe
positivesare aboutnotonlyyourproduct,but that of your audience,realisingthe weaknessescan
meanthat youcan improve uponthemensuringthattheyare removedorimprovedupontofix
them. opportunitieswill ensure thatyoucan enteruntappedmarkets,utilisingnew andimproved
strategy’swill allow foryoutodothismore effectively.Threats canshow youthe othercompanies
and consumersthatcan-doharm to your productsandfuture
Swotultimatelygiveyouanunderstandingof the salesenvironmentandthe successof your
company,forthisto work effectively.The company mustbe openminded forittoworkcorrectly,
2. askingcompaniesandcustomersabouthonestfeedbackcanensure youtoimprove upon all the
differentaspectsof swot inthe ever-changingworkclimate.
There are alsoa range of agency’sthat can helpyoucommitswot,theyare knownas benchmarks,
thusyou and othercompanies cancompare witheachotheryour stats,thisworksas a targetin which
youwant yourcompanyto be at whencomparingtocompaniesthatmightbe aheadof youin the
market.
What is audience profiling?Whatsort of informationmight be includedin an audience profile?
Audience profilingissothatyou can correctlycommunicate topeople whoneedinformationonyour
market,because of thisyoucan correctlygive informationacrosstogetthe bestresultout of any up
and comingproducts.Audience profiling includespointssuchastheirdemographiccharacteristics,
thisincludesfactorssuchas age,gender,socioeconomicclass,income,religion,relationships,race,
career,familysize,educationandmarital status. Fora business,theymightalsowanttoprofile their
businessandthose thatare also sellingwithinthatmarket,forexampleif youwere tomake a
businessprofile pointssuchas;location,customersize,employees,branches,products,revenue and
the age of the business.
Once the perfectdemographichasbeencreatedabuyerpersonal isusuallydesigned,thisisaprofile
of yourideal /perfectcustomer,thisactsas a character profile,sobycreatingone,the level of depth
that isavailable iseasytounderstandtoany one due to the lackof variation.
Selecta magazine and findtheir audience profile:
Empire magazine hasa broad
demographic,thisisevidentbythe
percentage of male tofemale ratio
that isdisplayedin the graph,asthere
isaround a 70 to 30% splitonthe
numberof malesto femaleswhoare
inthe demographic,thiscarriesonto
the range age range of people
(Empire magazine graph -
https://www.statista.com/statistics/3
82240/empire-monthly-reach-by-
demographic-uk/)
Explainin detail the 4 differentelementsofthe marketing mix.
Marketingmix containsof 4 differentpoints,these beingproduct,price,promotionandplace.The
featuresandappearance of goodsand servicesthatfitintothe product,inthisaspectyou can lookat
the size,quality,qualityanddesignof yourproduct,packagingis animportantfactor; inmakingyour
audience wanttobuyyour product,as a resultof this youwill wanttomake your productwant to
standout fromthe rest,thismightmeanthat itis more visuallypleasingthenthe other
compensators,thismaybe an importantfactorif people will wanttobuyyourproductof not.
Price will determine how muchyourcustomersare willingtopayforyour product,importantfactors
such as the qualityandthe demandof your productwill influencethe endprice.Discountscanalsobe
takenintoconsiderationwiththe price,forexampleif asupermarketwasto buy a product inbulk
thentheyare likelytoreceiveadiscount,because of thistheycanknockthe price of the product
downfor the customer,suchas bogof (buyone getone free).Factorssuchas digital of physical
purchase are alsousedto drive sales,maythisbe for microrotations orfull purchases.
Promotionishowthe customersare informedaboutaproduct,for example advertisingisthe most
prominentmethodthatisusedtoachieve this,wordof mouthandendorsementsare alsousedas
3. well asdirectmarketing.(e-mail,leaflets,doorknockers)
Place iswhere the productsare made available forthe customers,thisisthe locationof where a
productis sold,exclusivityisamajorfactor in thisas manyproductsare onlysoldinone brand or
location,thisincludesthe locationinthe shop.Forexample,inmostsupermarketsall productsare
laidoutin a predictable mannertomake sure thatthe products are easyto access, thisisfor boththe
employeesandthe customers. Onlinesitessuchasamazon dothisto the same extent,thisis clearby
whenyouask forask for a certainproductthe suggestionsthatyoureceive.
All elementsof marketingmix are equallyimportant,forexample if youare tobuya premium
productyou are onlylikelytobuyitfrom a premiumshop,forexample if youare wantingtobuya
premiumlaptopsuchas a MSI laptop,youare likelytohave amore pleasantbuyingexperience,the
store assistantislikelytoaskyouwhat the specsyouare lookingfor,aswell aslikelytopromote the
productto you,whereasonthe other handif you are wantingto buya HP laptopthenyouwill have a
basicexperiencewhere youwill askforthe productand an assistantwill acquire one foryoufollowed
by the purchase of the product. Apart fromthe fact that theybothhave the same uses,the MSI
laptopismade of higherqualitymaterialswithbetterspecificationsandhave ahighercostas a result,
whereasthe HPlaptopwill have apoor buildqualityandworse specs,thiswillbe reflectedbyalower
price.
Selecta publication,product or audience and explainthe range of marketing materialsthat they
use.
Film,Tv, Videogames,Print
What offline marketingmartial dotheyhave
Offline Paid:adverts(tv,postersbuildboards,radio)
Offline free:referralsnetworkingcommunityworkpublicityandPR
Online paid: Searchengine optimisation,PPC(YouTube adverts/Facebookbanners) corporate site,
google adverts,suggestedposts
Online free:social media(Facebook,Instagram, YouTube,E-mail)
League of legendsisaM.O.B.A widelyplayedbypeople all overthe world.Riotgames(Developerand
distributorof league of legends) are currently usingawide varietyof differentmethodsinorderto
promote the game,forexample theycurrentlyhave averystrongsocial mediapresenceonboth
factebookandtwitterwithover
Provide your own definitionofadvertising.
The action of communicatingthe availabilityaproductvia.Thiscan be done viathe use of old(print)
and newmedia(digital).
What is the purpose ofsponsorship?Support your answer with detailedexamples.
Sponsorshipisanindividual /groupthatis promotedvia the use of an event/ activity/organisation.
Most the time thisis done viathe use of a fee thatis paidto be the sponsor,because of thistheywill
be allowedtobe exploitedtobecome promoted.Unlikeadvertisingthere isnocommunicationabout
the product,thus the consumermustresearchto discovermore aboutthe sponsors.The twogroups
inthe sponsorshipwill alsohave tohave relation inordertomake the deal more effective,for
example inLondon2012 coca cola sponsoredthe
4. What is the purpose ofendorsements?Explaina range of differenttypesofendorsementsand use
examples.
Whycould holdingan eventbe a good marketingstrategy? What are some ofthe opportunitiesand
threats of holdingan event?
What is merchandising?Use detailedexamplestohelpexplain.
Merchandisingisthe creationof productsthat are associatedwitha company / person,thisisdone in
orderto promote them
PublicRelations:
What is the purpose ofa pressrelease?Whatsort of things should a good press release contain?
A pressrelease isusuallya reviewsample foraproductthat isclose to production thatissentoff to a
publicationthatmightbe willingto review it
What is the purpose ofan electronicmediapack? What sort of things shoulda good electronic
mediapack contain?
What is the purpose ofa PR briefing?Whyshouldyou create one?Explain some of the areas a brief
shouldcover.
5. What is the purpose ofa pressconference?Whymight you holdone? Use specificexamplestohelp
you with your response.
Pressconferencesallow
Whycould hand-outs be useful whenmanaging a PR event?
Handoutsallowfora you to be able to target your audience physicallyandsee if theyare in
What are some of the advantages of holdingan interviewinsteadof a press conference?
Whydo people setup filmand picture opportunities?Use examplestohelp our response.
Whyare contacts and networkingimportant in marketingand PR? What kindsof contacts couldbe
useful?Provide detailsofa PR contact from at leastone organisation.
