1. Understanding the principal methods and techniques used in marketing and public relationships
Marketing:
Why is it important in marketing to understanding your clients and their requirements?
It is important to know your clients so you understand what they are asking for. If you don’t meet
their requirements then they won’t use your marketing scheme or make you change it. If you have to
change your work all the time it will be a waste of time and money. The company will probably result
in firing you because you’ll be too much hassle.
You need to understand who they are trying to target with the campaign and focus on the target
market. If you forget about them the advert will be completely wrong an again, you will be fired fro
the job.
Why is understanding the market you are working in important? What techniques and tools could
be used to help someone understand their market?
Understanding the market you are working in is important because you will then know what is good
about your particular product/service. What makes you better than your competition and point that
out to the public. Learning how you competition advertise they product can help you come up with
your own ideas. You could follow the trend or be unique. You will also learn about the people you are
targeting with the marketing scheme and what image the company wishes to portray.
You could use the typical research techniques like questionnaires and surveys to find out about our
audience.
What is a SWOT analysis? Why are they are they a useful tool?
SWOT – Strengths, Weaknesses, Opportunities, Threats
You look at the ideas you have come up wit and analysis what you like ad dislike. What’s the adverts
weakness and how could you improve it? You can also do this to the brief, figure out what
opportunities the project has. How far could you go with it? How may different braches of marketing
could you go down? You could also find this out by SWOT’ing the product.
Once you figure out what outlets you can go down then you can identify your threats. Who else has a
similar brand in that field? Who else will want to sponsor the same event? What looks similar to
someone else’s marketing scheme and will they be liable to sue? Once you identify the weaknesses
and threats you can try to reduce them making the marketing campaign more effective.
What is audience profiling? What sort of information might be included in an audience profile?
This is when you create a profile based on your audience. It includes how old they are, their gender,
their income, lifestyle and location. The averages are pulled to create the profile.
You’d use this profile to understand what they buy, when and where they buy it, how much they
spend and how the view your product. You will then be able to know when and how many of your
product to send out to the shops.For example, Cadbury’s will know to send more products out when
it is Valentine’s Day as it is a popular gift. Mercedes Benz knows that their no is point building a
showroom in Hackney because the people who live there are in a different income band than their
customers. The same with Land Rover, they have a lot of shops near the country and areas that are
popular with off-roading because that is what the car is build for.
Creating an audience profile can save you money and earn you money. It helps you target

2. youraudience more efficiently.
Select a magazine and find their audience profile:
Demographic
Circulation
Website
Explain in detail the 4 different elements of the marketing mix.
Product – The product is the good or service you are providing. You have to advertise the look of the
product so the audience knows what it is being marketed and what to look for when they are trying
to buy the product. The features should also be mentioned as they tell the public what the product
does and what makes it special. It lets them know if they need it or makes them think they need it.
Price – The amount that the customer pays. They have to think of a price they would like to sell it for,
aims and budgets come into this, and then they have to justify it. They have to market the product so
well that it seems a bargain even if it isn’t.
Promotion – How the public are informed about the product. This includes posters, bus adverts, TV
adverts and websites. You have to advertise when you first release the product but you need to keep
the public updated. You need to let them know about offers or new versions of the product.
Place –You need to find out where you are going to distribute your product or where to base/build
your services. If you produced toothpaste there would be no point sending your product to a shoe
shop. You’d send some to drug stores like boots, supermarkets and even dentists because they’re the
places people go for toothpaste.
Select a publication, product or audience and explain the range of marketing materials that they
use.

3. Coca-Cola – Their target market is so big it can be hard to advertise to everyone but they manage to
do it effectively. Their best marketing campaign was when they put names on the bottles. The top
250 names in the UK were chosen to be put on the bottles with the big 2 litre bottles having ‘Friends’
and ‘Family’ written on so they didn’t miss anyone out. Also the bigger bottles are usually shared
between family or friends that are having a gathering.
They also have a different design for Christmas, a big time for families, which is there target audience.
They have advertised their drink to be something you share which most people do, whether it is with
a friend or relative.
Provide your own definition of advertising.
Advertising is when you promote a product or service. You promise the public that your product is the
best and make them think they need it. Some adverts manipulate the public more than others. For
example the political adverts want to persuade the public to vote for them, while McDonald’s are
providing information about all the different types of people they serve.
What is the purpose of sponsorship? Support your answer with detailed examples.
Sponsorship is used to promote your product. For example in Market Weighton there is an event
called Giant Bradley day and this year Mars sponsored it. The event is in summer so they gave out
free samples of their ice cream bars. This let the public taste the product, letting them know if they
like the ice cream or not. Once they know they do like the product they will start to buy it regularly.
This is a good thing to do with a new product since people will be hesitant to buy it if they have never
tried it before. Especially with today’s economy, people don’t like to buy something if there is a risk
they won’t like it.
Sponsorship can also be used to give a certain kind of image. Toyota sponsors T4 which is a hip, cool
morning show for Channel 4. Sponsoring this kind of show gives your product the same image as the
show.
You can sponsor in many different ways but it does come at a cost, depending on the amount of
publicity you will get. The more people see it the more it costs, but if you do it right then you should
make a profit from it as it is another way of advertising.
What is the purpose of endorsements? Explain a range of different types of endorsements and use
examples.
One of the most well known endorsements is Marilyn Monroe on Chanel No5. That was just a simple
statement saying it was the only thing she wore to bed. This has cause endorsements to spin off into
a big thing to do. If you have a celebrity to using your products, being photographed with them then
you are in magazines as often as that celeb is.
The purpose of using celebs for endorsement is so they people who look up to them and want to be
like them will then buy that product to be just like their idol.
However, not all endorsements are celebrities. For example Oral-B have dentists on their adverts to
prove that they do improve your teeth, that their brush cleans better than any others. If a dentist says
that they use a certain type of toothbrush then other people will follow because the dentist is a
professional, they are an expert in that field and if they say something is good they it really must be.
Some other companies, like Colgate, have decided to use the public.
Why could holding an event be a good marketing strategy? What are some of the opportunities and
threats of holding an event?

4. Holding events is a way of promoting your product. You can give out freebies or tips and tricks on
using your product, depending on what it is. This lets people try your product resulting in them buying
it if they find the quality good.
Hotels and other services that hold events is their way of showing off their service and facilities. If a
business find the facilities up to scratch then they will use that hotel to stay in during business trips,
the same with the general public but business people travel more.
The problem with holding events is that it is very expensive and there is no guarantee that people will
return or use the product again, resulting in a loss.
What is merchandising? Use detailed examples to help explain.
Merchandising is when you advertise your product with the retail outlet. T-shirts and hoodies with
brands on is a type of merchandise. Anything with a logo or brand on is some sort of merchandise.
Celebrities often merchandise, One Direction have thousands of things out that have their faces and
logo on. T-shirts, hats, scarves, dolls, stationary, pencil cases, books, notepads and even make-up.
People want to wear the t-shirts and use the pens to show how much of a fan they are. Especially
since the age range that are fans of 1D like to compete who likes them better. To them the more you
have the better the fan you are and everyone wants to be the biggest fan.
TV and Films also produce merchandised products. They often contain things that you would only
understand if you watched the show. This makes the person feel about of something, they feel special
because not many people would understand the sayings or whatever design that has been printed on
the t-shirt. It makes the person feel a part of something.
Public Relations:
What is the purpose of a press release? What sort of things should a good press release contain?
A press release is a section of writing that announces something newsworthy about your product or
service. The fact that it is new is the most popular reason for a press release. Because it seems like
news more people will read or listen, as they can also be sent to radio stations.
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 to tell other businesses details about your product. Who your audience is,
their age and gender etc., your circulation and readership, a biography, the image and attitude your
product has. This is useful for magazines to have as businesses who would like to advertise in
magazines can find the appropriate kind. For example, Chanel advertises in Vogue magazine because
they both have similar target audiences in the same income band.
Also, it could be helpful for the public. If someone wants to know what the magazine is about then
they can pop online and see the biography of the publication, the audience it is appropriate for and
decide whether or not it is right for them. If they figure it is right then they will start buying the
document.
What is the purpose of a PR briefing? Why should you create one? Explain some of the areas a brief
should cover.

5. It sets out the campaign requirements. What their audience is, the budget and the end result they
want. You should create one so that you stay focused and on track. PR campaigns contain a lot of
work and different documents so it is easy to forget something. The briefings will make sure that
every piece is assigned to different people. The briefing will also let the people who work for you
know what the goals of the campaign is and what image that want to produce with it.
What is the purpose of a press conference? Why might you hold one? Use specific examples to help
you with your response.
The purpose of a press conference is so you can get a statement out to the press. Lots of journalists
gather in a room, the people in question sit at a table or stand at a mic at the front of the room on a
stage. The person then says their statement and the press ask questions. For example One Direction
did one when they announced their 2014 tour. The press asked what countries and dates they were
doing and how they felt about it all. It is good to do a press conference because the press often have
the same questions and instead of answering the same question one hundred times they can answer
it once in front of everyone.
Press conferences are held for politicians, sports players after and before a game, criminal
investigations, musicians and actors/actresses. Basically anything that will be in the news a press
conference is held so all the newspaper and other publications can get all the information they want.
If you tell all the newspapers at once then nothing confusing will be printed and no lies will be
published to the public.
Why could hand-outs be useful when managing a PR event?
Hand-outs are good at events because instead of boring people with all the information during a talk
you can just hand out a leaflet or booklet with it all in. This way the people will take it home and
further into the public.
Leaflets are often dropped on the floor and people sometimes look at them when they walk past. This
happens a lot with nightclub events, when people are drunk and walking past the leaflet on the floor
they say ‘oh lets go to this club next, Joey Essex is there’, or whatever offer it has on it.
What are some of the advantages of holding an interview instead of a press conference?
The advantages are mostly for the interviewers, the journalists that have to write the story. They can
get more personal information, different answers than other journalists so their story will be different
and full of exclusive content. However, this isn’t the case as managements often ask to see the
question list first and eliminate any questions they find inappropriate, which are all the personal ones
because people in the public eye like to have a private life too. It is also so no bad publicity comes
from it.
People are likely to reveal more information when it’s just one on one because it seems more private.
Again this is good for the press as they get more material to write about.
Why do people set up film and picture opportunities? Use examples to help our response.
They set them up to get the fans involved, it also gives them good publicity because they are
interacting with the fans so much. Justin Bieber asked for fans to send in images and they would be
collaged together into a picture of him. The image was used in the sleeve of his My Worlds CD. This
made fans buy the physical copy as they wanted to see if their picture made the cut. It was a clever
way to increase profits. It ensures people are buying the product instead of illegally downloading.

6. 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 organisation.
Contacts and networking is important as it helps you get your product out there. Having contacts at a
magazine means that you will most probably be able to get an advert in that mag. You need to try and
get your product and press releases out via as many outlets as you can so the more contacts you have
the more outlets you can cover.
You will also need to know celebrities or their managers so you can get them to endorse your brand.
It takes a very long time and a lot of experience to gain all the contacts so it is best to outsource your
PR campaign if your business has hardly any contacts. Coca-Cola outsource their PR to The Red
Consultancy.