The document discusses various marketing and public relations techniques. It explains that understanding clients and their requirements is important for marketing. A SWOT analysis can help structure ideas by looking at strengths, weaknesses, opportunities, and threats. Audience profiling involves collecting information about customers like age, income, and lifestyle. The marketing mix has four elements - product, price, promotion, and place. Public relations techniques include press releases, media packs, briefings, conferences, handouts, interviews, and setting up photo opportunities. Networking and contacts are also important.

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 understand your clients and their requirements because they may
already have their own ideas and plans of what they want so, if you don’t listen to
them and don’t understand what they are wanting then they may take their business
elsewhere. If you continue work with them but do not listen and your ideas don’t
match what they asked for then it is unlikely to be taken forward and carried on,
meaning your business will start gaining a bad reputation and the client wont come
back.
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 is important because it allows you to establish and
understand competition and any similar business, which may already be strong, and
successful whilst also letting you know what else your clients are interested in. It helps
you to place your own product in the market and know it will be successful as you
have researched thoroughly and understand everything such as how successful and
popular it will be, similar existing products and your target audience.
One of the techniques you could use when trying to understand the market you are
going in to would be to research and look into similar products which already exist and
are being sold. You should also look into prices of similar existing products and get an
idea of what is already out there and which price ranges sell more than others (cheap
ones may not sell due to being cheaply made and bad quality but expensive ones
may also not sell due to being priced to high).
What is a SWOT analysis? Why are they are they a useful tool?
SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats.
This is a helpful way of structuring your ideas, planning them, and analysing them
because you can look at them in a structured manner. By doing a SWOT analysis you
are looking at the strengths and weaknesses of your idea. Any weaknesses and threats
that you find can be sorted out and managed before they get out of hand or become
a problem. Looking at the opportunities can help you when it comes to planning
ahead as you will know how far you can get with your products or business.
What is audience profiling? What sort of information might be included in an audience profile?
When you audience profile, you are collecting information about your customers or
clients. You will collect information such as their age, location, life-stage, income band,
property value and lifestyle choices. As well as considering this information, you will
need to look at how your customers use your products and services. You could
investigate the quantity of their purchase, how often, and when. Also looking at how
your customers view your products could help in making an improvement to them.

2. Select a magazine and find their audience profile:
Explain in detail the 4 different elements of the marketing mix.
Product: this means how the product looks and the features that it has which makes it
recognisable. The appearance of the product would be important in making a
“name” for itself, as if the product uses consistent and original features, it will be more
recognisable and maybe gain more publicity.
Price: this means how much the customer would pay for a certain product. The price is
another important element because you would not want to price your product too
high or too low, as having the price too high might not get it many sales as people
won’t be able to afford it and having the price too low might give off the impression
that it is poorly made and of bad quality.
Promotion: this means how the customers are made aware of the product and how
they are given information about it. You would need to make sure that you find good
ways of promoting your products, as if it goes wrong or if someone gives your product
bad publicity you would need to redeem yourself quickly, as well as having to clear up
any other mess.
Place: this means any place where products are available for customers to purchase
their items. E.g. shops or websites. The location is important because it needs to be in a
widely populated catchment area where it will attract a large audience and be
successful in its sales; making a profit.

3. Select a publication, product or audience and explain the range of marketing materials that they use.
Marketing materials are the various ways that an organisation markets itself (print,
video, audio and interactive). Larger businesses are more likely to do this through a
larger range of marketing materials to raise brand awareness and gain media
coverage.
Sainsbury’s market themselves in magazines, newspapers, TV, social networking sites,
and web banners. These forms of advertising benefits Sainsbury’s because lots of
people will see the adverts and they will reach all aspects of age groups, genders,
social status and class. All of the marketing materials that Sainsbury’s use will get
themselves more publicity and will also reach out to a wider audience. They have their
own magazine, which is available to the public and it includes lots of information
about various foods, recipes, menus, as well as competitions and offers. The magazine
is a successful marketing technique because it gives customers a direct look at the
foods in store and gives them recipe ideas, which would be good for housewives and
mums. The main consumers of the magazine would be middle-aged women, possibly
mums, who would talk about the magazine and supermarket in the playground.
Provide your own definition of advertising.
Advertising is displaying a product in the public eye, which makes it look appealing,
and its aim would be to encourage the audience to buy it. When you advertise a
product, you are putting it out there for the world to see and you are promoting the
item you are trying to sell and also your business as a whole, so that is the product is
successful then people may come back and experiment, purchasing other items from
you also. This can also be influenced by word of mouth and people talking amongst
each other as well as TV adverts, posters, web banners, radio broadcasts and social
networking and media websites.
What is the purpose of sponsorship? Support your answer with detailed examples.
Sponsorship is a big way companies will try and promote themselves. It may involve
donating items to various events or causes in return for a brand logo appearing on
materials or appearing at wide events such as sporting events and football matches
where the football players wear their logo on the kit during a match because the
company has paid for them to do this in order to gain more brand recognition.
Companies or products often sponsor TV programmes. E.G. Coronation Street has
been sponsored by Cadburys, DFS and Harvey’s furniture. Nike, Toshiba and Thomas
Cook Travels sponsor Manchester United F.C.
What is the purpose of endorsements?
Explain a range of different types of endorsements and use examples.
The purpose of endorsement is to make a product look good and to actually
encourage the public to buy it. Some companies will use celebrities in hope that they
will give off a positive vibe about the product and therefore make their fans want to
buy it. Sometimes, even normal people will be used for endorsement. This gives the
audience someone more appropriate that they can relate to and will make them
believe the product is worth buying.

4. Why could holding an event be a good marketing strategy?
What are some of the opportunities and threats of holding an event?
Sainsbury’s held an event where you could meet the stars of the Great Britain
Paralympics. This was a good marketing strategy because people would get excited
about it and they would be enthusiastic about the event, possibly telling others about it
and therefore it would become an event to look forward to. As well as that, people
look up to the people who competed in the Paralympics, so they would be equally
ecstatic to have such an opportunity. Other opportunities would be that Sainsbury’s
would get a lot of attention from the event as they are including such big names.
What is merchandising? Use detailed examples to help explain.
Merchandising has different meanings. When it comes to retail marketing it is
important to make suitable displays so that a specific type of customer will see the
product you are advertising. The most common form of merchandising is one in which
films and TV shows will produce a range of merchandise with their logos and/or
characters on, whether that be t-shirts, figurines, posters or mugs.
Public Relations:
What is the purpose of a press release? What sort of things should a good press release contain?
A press release is used when something is found to be newsworthy. Possible ways of
getting your press release out to editors are posting, faxing, or more commonly used
today, emailing. Press releases are great ways of giving the public access to
information about your business. A good press release would contain a creative
headline, paragraphs including the physical location and a strong introduction, and
the final paragraphs including more detailed information. The end paragraph should
contain a summary of all the key points you have mentioned.
What is the purpose of an electronic media pack?
What sort of things should a good electronic media pack contain?
These can be used to inform people who you think would be helpful towards your
business or yourself, as well as being used for new company launches and product
launches. Various materials are included in these packs, like a biography of you/your
company, articles and photographs. In general, the content of the electronic media
pack depends on the industry and also on the target audience. If, for example, you
worked in the music industry your electronic media pack would probably contain such
things as music clips, promotional videos and tour dates, as well as the general
biography and contact information.
What is the purpose of a PR briefing?
Why should you create one? Explain some of the areas a brief should cover.
A brief is used to make it clear what the goals of the campaign are, the audience, the
effect and the budget. The purpose of a brief is to ensure that the objectives, shortterm and long-term goals and perceived challenges are clearly stated. You should
create a brief because you will need agencies to understand the targets, outcomes
and measures of success that you require from your investment. A PR brief should cover
the general background, your goals, strategies and tactics, target market, timeframes
and budget.

5. What is the purpose of a press conference? Why might you hold one?
Use specific examples to help you with your response.
The main aim of a press conference is to allow someone to give a statement and then
be asked questions afterwards. They are typically used when announcing a big story,
which is newsworthy. Press releases can be posted, faxed or e-mailed to paper editors,
television organisations and radio stations. They are a good way of getting information
about businesses out to the public as well as news events and stories. Examples of a
press release may be used for criminal stories (murders, missing people, etc).
Why could hand-outs be useful when managing a PR event?
Handouts can be useful because they are a quick and easy way of getting
information out to the public. They can be combined with a press conference or press
release to give to people to take away and read more about in their own time. It
allows you to promote your products and events in a package that would always be in
people’s hands and they will have easy access to.
What are some of the advantages of holding an interview instead of a press conference?
Interviews are a lot more formal than a press conference as they are on a one-to-one
basis with only the interviewer and people answering the questions. An interview offers
the change to ask more in depth questions in which would receive detailed answers
rather than simple yes or no.
Why do people set up film and picture opportunities? Use examples to help our response.
Film and picture are both good ways of promotion and they can be used in a variety
of ways, formats and across many platforms. Many famous people such as sports stars
and celebrities or politicians set up these opportunities with the hope of gaining good
publicity and getting a good reputation for themselves as well as promoting brands,
businesses and products.
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 are important because the people involved are in charge of
managing the public relations for the company/individual. These people will manage
things such as requests, conferences and interviews. As someone in this field, you
would need to know celebrities and their agents, TV bookers, editors, publishers and
bloggers in order for you to manage the message efficiently and also to ensure the
best outcomes for the company.

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