Work book

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 isimportantto understandyourclientandtheir requirementsinordertoproduce a marketing
scheme thatwill suittheirbrandstyle andproducts.Thiscan start withthe basicssuch as not straying
away fromcolourschemesorfontstyles,tomore advancedonessuchas consistentlytargetingthe
same target audience viademographicssuchaslocationandgender.
Whyis understandingthe market you are working in important? What techniquesandtools could
be usedto helpsomeone understandtheir market?
SurveyQuestionscouldbe thingssuchaswhowouldpayfor the productor service?Whohas already
boughtfromme? What doesmynetworkthink?Askhow will Isell myproductor service?Paintinga
picture of your customerbyaskingare theya highnetworth?Do theyearn a lotof money?They can
groupthemby locationor postcodes.Isthe customermarried?Tofindoutabout marriedcouplesin
the area, companiescan ask the local registryoffice how manypeoplegotmarriedeachyear.They
can alsoask what sectorthe audience worksin.A companysellingtoolswill targetatownthat hasa
lotof tradesmenoperatingandliving.Age andgender,orcompaniescansegmentthe audiencesby
industryandsize.
What is a SWOT analysis?Why are theyare theya useful tool?
Strengths,weaknesses,opportunitiesandthreats.Itgivesaclear perspectiveof how the businessis
running.Forswat to workeffectivelyabusinesshastobe openingminded- andable totake realistic
viewsfromanoutsider.Thiscouldinclude askingstaff andcustomersaboutyourproductsand
companystandards.Professionalscancarryout benchmarkstudies.A benchmarkstudyisadirect
comparisonbetweenyourbusinessandanotherwithinthe same market.Theycantell youif youare
achievingmore orlessthanthem,andcan tell youthe differencesyoushouldconsiderandtryto
overcome.
What is audience profiling?Whatsort of informationmight be includedin an audience profile?
Audience profilingissimplyfindingaprofile of youraudience sothatyoucan directlyconveya
message tothe right people.Thiscanbe byusingdemographiccharacteristicstonarrow the audience
downintoprofiles.Forlookingatbusinesstheycanbe definedbyage,income,networth,size.
Companiescreate abuyerpersona as a focusedideal customerwhoisthe directtype of personwho
will buytheirproducts.
Selecta magazine and findtheir audience profile:
Topgearmagazine hasan average readerage of 35, and a majorityof male readers – 84% to be exact.
There are approximately1.6millionreadersof topgearmagazine withakeyaudience of 21% AB Men.
Explainin detail the 4 differentelementsofthe marketing mix.

2. Marketingmix,we establishanequal balance of product,place andpromotion.A Rolex watchuses
highqualitymaterials,andtheycanonlybe boughtat exclusiveshops.Salesassistantsinthe stores
sell them.There are nopricesonline astheycan onlybe seeninstore. Otherwatchesare soldonline
and insupermarkets,andare simplypromotedonTV adverts.
Selecta publication,product or audience and explainthe range of marketing materialsthat they
use.
Topgear usesa range of marketingmaterials,theydothisviathe magazine,topgearliveshows,the
televisionprogramandthe use of merchandise suchastoysand menstoiletries.Topgearalsoruns
drivingexperience days.Thisisaverywide range of marketingmaterialsdue totheirverywide target
audience andmassive popularity.
Provide your own definitionofadvertising.
Advertisingisshowingoff asingularproduct(orset) tothe publicusingformatssuchas printor tv
advertising. Itdrawsthe attentionof the publictoa product,inorder to increase recognitionand
boostsales.Forexample,Nikonadvertisingit’snewestDSLRtoraise awareness.
What is the purpose ofsponsorship?Support your answer with detailedexamples.
Sponsorshipcouldinclude whenAdidasstruckadeal withmanunitedfor £750millionover10 years
to have the playerswearAdidas.Formulaone,McLarenandVodafone have a £50millioncontract
overa 1 year deal fortheirsponsorship.
What is the purpose ofendorsements?Explaina range of differenttypesofendorsementsand use
examples.
GettingA listersandB listerstostar in advertstohelpsell yourproduct. Thiscouldinclude the H&M
advertrecentlyreleasedwhichincludesDavidBeckhamwearingH&Mproductsto a poshsocial
event.Thisendorsementmakesthe advertmore interestingandrecognisable,aswell asmaking
Beckhama nice amountof money – as well asfuellinghisTV popularity.There canbe differenttypes
of endorsement,sometimesit’sonadverts,usingsingersatPRevents,oractors usingtheirproducts
inmoviesorTV shows.For example NokiarananendorsementwithHawaii Five-Owherethe
majorityof devicessuchasphonesandtabletswhere Nokiaproducts.
Whycould holdingan eventbe a good marketingstrategy? What are some ofthe opportunitiesand
threats of holdingan event?
Holdinganeventbringsthe consumerclosertothe companythat producesthe productstheyenjoy.
Usingpeople asthe face of the brand will gaina lotmore trust fromthe consumer,as most
interactioniseitherbasedthroughthe websiteorwhentalkingtoa helpline –whichoftengive
companiesabad reputation.Givingthe consumerahappyface to speaktomakesthe companyseem
more humanand lessbusiness-ey.

3. What is merchandising?Use detailedexamplestohelpexplain.
Merchandisingiswhenaproductis laidoutin a certainway instoresor at events.Thishappensoften
verycasuallysuchas a boutique merchandisingcertainproductsintoone sectionandothersin
another,althoughsometimesitismore advancedinwhichaprofessional merchandisermayplace
productsin veryparticularspacestoincrease sales,suchasputtingthe necessitiesatthe back of a
store or cheap sweetsorsocksat a checkout whichbegto be boughtwhilstyouwaitinline.
PublicRelations:
What is the purpose ofa pressrelease?Whatsort of thingsshould a good press release contain?
It isa piece of communicationusedtoannounce somethingnewsworthy.A goodpressrelease may
onlybe a page longand itwill containthe following,itwill have aheadline,andsometimesasub
headline.Itwill have arelease date.Whetherimmediateorif it’s embargoed.Itwill have agrabber,
simplythe firstsentence tograb people’s attention.Providingaquestionorsolutiontoentice the
reader.The mainbulkof textisthe case studywiththe 5 W’s. It may alsoinclude quotesfromreal
people tobringthe storyto life. Itmay have a call to action to show whatyoure doingto getpeople
to lookat your product,eventetc.Validemail addressandphone number.
What is the purpose ofan electronicmediapack? What sort of things shoulda good electronic
mediapack contain?
A mediapackis somethingcreatedbyabusinessorindividual thatwantstocondense information
aboutthemselvesintosomethingthatcanbe read by investorsorcompanies.Mediapacksare often
usedat conferencesormeetings, theycanbe giventoattendeeswhomaywantto getback incontact
withthem.The mediapackcan containinformationaboutthe company,stats,reviews,popularity
and development. Theycanalsoinclude recentproductionsandsometimesapopularquestions
sectionwhere commonquestionsare answeredtosave the readertime andeffortinfindingthe
answersthemselves. Workprocessesare alsoincludedinpresspacks,suchasa wedding
photographersschedule of prep,shooting,backingupandpostproduction.
What is the purpose ofa PR briefing?Whyshouldyou create one?Explain some of the areas a brief
shouldcover.
Designedtosetoutthe requirementsandoftenrequitedfor apublicrelationscampaign.They
establishthe goalsof the campaigns,the mainaudience the effectandthe budget.The whole pointis
to fullyoutlinethe clientsbackground.Tomake anappropriate campaignforthem.
What is the purpose ofa pressconference?Whymight you holdone? Use specificexamplestohelp
you with your response.
A pressconference canbe heldtorelease informationtothe press,thiscanbe regardingpositive or
negative information.Examplesinclude arecentcase of a footballerwhowasallowedtoplaywhilst
beinginvestigatedforchildgrooming.A lotof angerwas buildingasthe football clubkeptsilent,but
eventuallytheydecidedtoholdapressconference toownupand tell theirside of the story.A
positive exampleiswhenstatisticsornew schemesare released,suchasa climate change aware
scheme where acompanyiscuttingout itsdirectuse of fossil fuels.The pressconference will
hopefulygivethe pressagoodstory to write aboutthat will create positive publicityoratleastclear

4. thingsupto the publicregardingthe footballexample.
Whycould hand-outs be useful whenmanaging a PR event?
Handoutsare veryuseful andtheyare somethingforthe consumerorpressto take home withthem.
Ratherthan basingeverythingoff memoryorhavingtoactuallypurchase something,theyare able to
give somethingforfree whichfeelslesscorporate andmore honest.Everybodylikesafreebieandare
likelytotalkaboutitto theirfriendsorfamily,orto social media –as itdoesn’thappenoften.This
leadstofree advertising,suchaspostingtoInstagram‘free cokesonmainst inLeeds#shareacoke
#cokeislife’.Thiswill urge otherpeople tovisitthe eventwhichisevenmore publicityandmore
people tofreelyadvertise.
What are some of the advantages of holdingan interviewinsteadof a press conference?
Interviewsare aloteasiertoprepare forand the companybeinginterviewedhave tocombata lot
lessenquiries.Pressconferenceshave manypeople whowill deciphereveryanswerandhappily
accuse youof lyingor bringup touchysubjectsfromafar,whereasthisisunlikelywhenupclose inan
interview.Itisalsoeasiertospinthe message inaninterview asthere are onlyone setof ears
listeningtoyou,makingitharderfor themto workout if what youare sayingistotallyreasonable.
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.
Sometimestogetthe message acrossyouneedtoknow TV stars and bloggers.The LBB(little black
book) iswhere people keepalistof contactsthat couldbe highandpowerful people thatare well
worthknowingwhocouldhelpyoualongthe way.