marketing and pr

1. Understanding the Functions of Marketing and PR
Use this work book to help you explain the functions of marketing and public relations. You
should ensure you use additional examples to support your explanations.
Marketing
Market research is what companies or projects do to collect research to help sell and
advertise their product. This can be done in many different ways such as
questionnaires and interviews.It is important because you need to know as much
information about your target audience and other companies that are similar so you
know what to fight against and you need to know what you need to do best to help
your product sell.
Market analysis is research into “attractiveness and the dynamics of a special market”
(http://en.wikipedia.org/wiki/Market_analysis) it looks intothe strengths
andweaknesses of a business. This helps with decisions that companies need to
make, it helps then decide whether to do it or not. This helps to edit your product or
business because you can analyse the responses and use them to make your product
better. You can also analyse different promotion types for example you can see how
well advertising on the TV works compared to advertising on a bus shelter, and see
which is best for your specific product/business.
A marketing strategy is a plan that allows company’s to organize all their resources
and ideas to help achieve their overall aim which could be to increase sales or to
achieve a sustainable competitive advantage. This plan can include basic to long term
information about what they are planning. An example would be for a celebrity, they
would plan out what date they will do the promotion and then they will look at the
response from that promotion.
Advertising is important to an organisation because they need some way of getting
people to know about the product and they need people to know because if no one
knows then no one is going to buy it or respond. For example if a famous artist is
bringing out a new song they will advertise the song for months in advance so people
know to go buy it on the date it is release. This will help the overall selling amount
because more and more people know

2. Brand promotion is similar to marketing strategy where you are trying to increase your
product awareness. It mostly focuses on the main parts of the product unlike
businesses change their promotion according to what is happening in the market. To
promote your brand you could createseveral posters to place around on billboards and
bus shelters.
PR
You need to make sure that the message you put across to your audience about the
product you are advertising is the best you can do because you need to try get as
many customers as you can and you don’t get that if you put your product down and
make it look bad. An example of this is a toothpaste advert, you will see the actors
within the TV advert they will have perfect white teeth and they will say that the
product is the best and will make your teeth just like theirs. This works because then
you will see the advert and want teeth like them therefore you will go out and buy it.

3. Positive publicity is something good about someone. And example of this is when you
look in a magazine you will see a good image of a celebrity posting and ready for the
picture. This is good because it put a good image across of the person making people
have positive look on that specific celebrity which helps the celebrity’s reputation.
Another example would be that the celebrity Justin Bieber does a lot of stuff for
charities and helps people out by donating money, but because the stories that are put
in the magazines and news papers are all bad things that he has done, his reputation
has turned into a bad reputation.
But what is seen is this:

4. Spin is a form of propaganda this is achieved by an interpretation of an event to
change the publics opinion. This is done a lot within politicians because they claim
against their opponents that they are truthful and are much better eve if they’re not
because it persuades the public to go on their side.
A person or company will engage in damage limitations because it is something that
limits the damage effects of an accident or error. It makes quite bad accidents into
something a lot smaller when it’s impossible to avoid the accident completely,
therefore helping the person or company out to avoid accidents that could defect the
entire company.
An example of this would be when Tesco had ben caught selling meat such as premade dinners and burgers that included horse meat. This blew up because Tesco had
always promoted their meat to be 100% pure mean which goes completely against
what happened. They started then saying that if you want cheaper food this is what
you are going to get, because most food that are sold are imported from other
countries and this makes it a lot cheaper for the companies making it cheaper for the
customers, so they said that if we stop thins then you are going to have to pay more
for food that isn’t imported.After this a lot of their customers will be happy to pay more
because they want better quality food.
What benefit could there be to an organisation to create an event? Use an example of
a marketing or PR event to support your responses.
The benefit of an organisation creating an event would be people would be more and
more aware of that organisation creating a larger audience helping the business. An
example of an event would be when a company are releasing a film they have a huge
even called a premier, where lots of celebrities are invited to watch the film, and a lot
of the fan can come along too to meet some of the celebrities or see them waling
down the red carpet. This works well because it get more and more people to know
about the film making more people watch it helping the business out because they
have made more profit.
What is lobbying and who is most likely to be influenced by it?
Lobbying is persuading people towards one side or towards someone’s opinion, they
do this in many ways such as getting an MP to put across their opinion and those who
look up to that person will want to agree with them because they idolise them in a way.
“Lobbying is the practice of individuals and organisations trying to influence the
opinions of MPs and Lords” (http://www.parliament.uk/get-involved/have-yoursay/lobbying/).