Understanding clients and their needs is important for marketing. A client brief outlines what is required from a project. Not understanding the brief can lead to problems like dissatisfied clients who may refuse payment or damage the brand. Various techniques can help understand the market, like SWOT and PEST analysis, customer profiling, and exploring demographics. PR is used to generate publicity through press releases, media packs, briefings, conferences, interviews, photos, and networking with contacts. The goal is to effectively communicate with and engage target audiences.

1. Understanding the principal methods and techniques used in marketing and public relationships
Marketing:
Whyis it important in marketing to understandingyour clientsand their requirements?
It isimportantinmarketto understand whomyouare aimingtheirproductor service at;you needto
understand theirbrand,ethos andgoals. Youwouldneedtofindwhattheyare about, like their
culture,direction,style,genreandif theyhave aunique sellingpoint.Youneeditunderstandthe
message they are tryingto getacross to the audience because if youdon’t,itwill cause problems.
A brief isusedtounderstandwhata clientwants.A clientwill give youabrief of whattheyrequire.
Problemwill arise if youdonotunderstand whatthe brief issayingbecause youmaycreate
somethingopposite towhatthe clientwaswanting.If youdon’tunderstand whatthe clientwants
and isabout, there is no representingthe brand,and spendingthe money onsomethingthatdoesn’t
reflectthe brand.
Notunderstandingaclient’s brief, andnotbeingable tomeettheir requirements, will cause you
problemsandmaycause you problemsinthe future.If the clientisn’thappywiththe work youhave
createdtheymayrefuse topay you,resultinginalossto you andthe companybecause theywere
relyingon you.By notunderstandingthe brief,youmightendupdisrespectingtheirbrandby
producingfactual incorrectinformationinyourwork;youneedtodoyour researchand make sure
the informationyouare usingiscorrecting.Youmay loose future clientsasaresultof not followinga
previouslyclientsbrief;thiscouldbe aresultof bad‘wordof mouth’as badreputationsstay.
Whyis understandingthe market you are working in important?
What techniquesandtools could be used to helpsomeone understandtheirmarket?
If you understandthe market, youwill know whatworksandwhatdoesn’t. Also,If youdon’t
understandit,youare likelytoendupaimingat the wrong demographic. Youneedtomake sure the
advertisingisappropriate because if itisn’t,itwill cause problems.
You can ask questionslike‘whowouldbuythis?’,and‘whohasboughtthis?’.Youcoulduse reviews,
feedback, surveystogaininformationonthe market.Youwill needtoknow whoyourproductwill be
aimedat.Also,you will wanttoknow where yourproduct issold. It isgood to painta picture of the
potential customer,whowill buyyourproduct.
Your customersmayhave a Highnetworth. You can group customersby usingfacts about income.
You couldfindoutif theyare marriedor not.You couldsee whatsector theyworkin.whatpeople
like isdifferentindifferent cities.You will needtoexploredifferent demographics.
You can use a varietyof differenttechniquestounderstandyourmarket.one technique isswot;swot
standsfor standsfor strengths,weaknesses,opportunitiesand threats.AnothermethodsisPEST;this
standsfor political,economic,social andcultural andtechnical.Political focusesonlaws.Economic
focusesonthe marketand consumers,andissueslike inflationandBrexit.Socialandcultural is
throughsocial media. Technical ismakingsure acompanymakingbestuse of available technology,
stayingone stepahead, weathertheyhave all formsof social media.
What is a SWOT analysis?Why are theyare theya useful tool?
Swotstandsfor strengths,weaknesses, opportunities andthreats.Peopleuse swotanalysisbecauseit
allowsyoutoanalysispartsof yourproduct.The strengthsallowsyoutodecide whatisgoodabout
your productso youcan keepthat part of your product.The weaknessespartallowsyoutodecide
whatisn’ttoo goodabout yourproduct,so you can thenimprove it.Opportuniesallowsyouto
discussthe future of whathelptheirproductbe more successful.Discussingthe threatsof your
productis importantbecause youplanwhatto doif a threatcomesalong.

2. SWOT isuseful because itallowsyoutoself-analyse yourproductsoyoucan planwhat do inthe
future,and howmake your productthe bestit can be.
What is audience profiling?Whatsort of informationmight be includedin an audience profile?
Selecta magazine and findtheir audience profile:
Explainin detail the 4 differentelementsofthe marketing mix.
Selecta publication,product or audience and explainthe range of marketing materialsthat they
use.
Provide your own definitionofadvertising.
What is the purpose ofsponsorship?Support your answer with detailedexamples.
Brands payfor there brandto have coverage. Coca colapaid the olpymics70 milliontoshow their
brand.
Purpose toimprove sales.
What is the purpose ofendorsements? Explaina range of differenttypesofendorsementsand use
examples.

3. Whena product ispromotedbysomeone orsomethingelse,it iscalledanendorsement. There are
differenttypesof endorsements,whichincludecelebrityendorsements.For example,the make-up
brand Loreal paidCheryl cole tobe one of the facesof theirbrand.Theypay hera reported£500,000
a year forher contract withloreal.Cheryl isawell knownfigureinthe UKso she will hopefullysell the
products.Davidbeckhamwaspaid50 milliontobe the face of Haig clubwhisky.tomhiddletonand
nickholushoult,bothinmovies.helptosell aproduct.
Whycould holdingan eventbe a good marketingstrategy? What are some ofthe opportunitiesand
threats of holdingan event?
Good pubilitytool .apple doa grandstore opening.Helpwithsalesandengage withcustomers.have
deals.Goodthing for apple.Sonydroppingcolouredballs.
Negatives:
LG heldaneventwithticketsinheliumballoon.Peoplebrungsharpthingstothe eventlike knifeson
sticks.
Mcdonalds.usa boycottedRussia.If peoplehadaneventtheywould get a free food.174 medals,
mcdonaldshandingoutalotsof foodas America.
What is merchandising?Use detailedexamplestohelp explain.
Anysaleable product. Like DisneyorHMV sell productsassociatedwithmedia.Frozenhasbrought
out teddies,bedsheetsand dolls.Mechandise.
Merchandisinginsupermarkets.Promotingyourproducts. Arrrangementsonselevesintesco,the
lowervalue stuff isputtothe bottomsoyou will notsee it. the highquilatiyisateye line level ,which
are more expensive .
PublicRelations:
What is the purpose ofa pressrelease?Whatsort of thingsshould a good press release contain?
A statementfromthe presstoa company.Usuallyannounce somethingatapressrealise togetthe
wordout. Makingit seemlike news.creatingawedsite andarrange aninterview.
Headline and sub headline.Images.5w’s.quotesfromcompanyorPR manger.Quote from
endorser.
Locationof it.contactdetails.
What is the purpose ofan electronicmediapack? What sort of things shoulda good electronic
mediapack contain?

4. A companymakesa mediapack.E -brochure .mediapacksare similartopressrelease. Theygive
specificinformation aboutthe audience.FAQ.theymayhave noticle client,servicesoffersandrate.
Back groundprocessand howdo theyproduce them.
Most agencyshave mediapacks, magazine have mediapacks.
What is the purpose ofa PR briefing?Whyshouldyou create one?Explain some of the areas a brief
shouldcover.
Outline specificrequirements of a campaignor PR brief.Rules.Goal of campaigning ,effectand
audience,budget.Groundwhichdeterminingtheiropportunitiesformarketing.Listof thingsthatyou
mustdo to helpsomething.Howyouare expectedtoact.
What is the purpose ofa pressconference?Whymight you holdone? Use specificexamplestohelp
you with your response.
Whenan eventisheldlike samungata pressconference ,todiscussmatters.New productsornew
CeO.Grand opening,takingadvantage of pressconference .invite peopleandjournlistsanditcan be
repotas good pubility.take photosandwrite aboutit. Increase inprofits,annocne itinpress
conference,cheaperprices.Compromisesmaybe made asit changesas people mayleave ,structural
change.Companycouldbe effectif issue notsorted.
Example of whentheyhave beenused..
Whycould hand-outs be useful whenmanaging a PR event?
Handout couldbe leftonchairs andwhat the eventisabout.Specificinformationonthe handoutso
it onlyface value.Usinga handouttoput out smallerinformation.
Unionmay come to your place of work.
What are some of the advantages of holdingan interviewinsteadof a press conference?
A celebrityorCEO.More informationandcananswercertain questionstogetinformation.More
personalityandpersonal.Oppurtuntytoaskspecificthingsyouwanttoknow abouta product or
brand.Advice frompr team.Askfor a copy of questionsandwill notasnswerany extraquestions.
More detailedanswersandformanaginga message astheywouldn’twantitto be negative.
Oppportuniestospinthe truth,half the storyto helpthemout.
Whydo people setup filmand picture opportunities?Use examplestohelp our response.
For reckonisablity.Journalistics pointof view.Visualisation.Goodpublicity.Newscanrightaboutit.
White wallswithbrandsonand putit on websites.General publiccantake pictureswithcelebrity
because itsgoodpublicity.
Whyare contacts and networkingimportant in marketingand PR? What kindsof contacts couldbe
useful?Provide detailsofa PR contact from at leastone organisation.

5. Bookingforagents.Celebritieshave agentswillmanage everything.all alistof contacts.Can setup
endorsements.
Tv booker,editers,publishersandbloggers.Youcanfurthermanage the message andget a business
card. Alwaysasksare contact detailssoyoucontact thenin the future.
LBB-little blackbook. Bookof contactdetails.