Introduction to

Marketing Communications

…tutorial

9

a quick quiz…

split into groups of no more than five

Question 1…name any two of the four types of direct marketing according to Chris Fill

Question 2…name two strengths of sales promotion

Question 3…provide one example of an advertising class, an advertising media and an advertising vehicle

Question 4…identify two key strengths of personal selling as a communications tactic

Question 5…of which task in DRIP does sales promotion offer the most impact?

Question 6…name each stage of the AIDA model

Question 7…name three different areas of sponsorship

Question 8…Identify and name three different stakeholders that can be reached by public relations

Question 9…what are the two key types of sales promotion according to Chris Fill?

Question 10…list the six key stages/participants in the linear model of communications

finished?

OK, swap your answer sheet with another group…

Question 1…name any two of the four types of direct marketing according to Chris Fill Complementary Primary differentiator Sales channel Brand vehicle

2 marks

Question 2…name two strengths of sales promotion Reach new customers Reduce distributor risk Reward and/or retain customers Induces action Preserve cash-flow 2 marks

Question 3…provide one example of an advertising

class, an advertising media and an advertising vehicle Broadcast, print, outdoor, instore, TV, radio, cinema, newspaper,

magazine, billboard …

3 marks

Question 4…identify two key strengths of personal selling as a communications tactic Two-way, direct communications More focused attention Cuts through clutter and noise Customisable

2 marks

Question 5…of which task in DRIP does sales promotion offer the most impact Persuasion

1 marks

Question 6…name each stage of the AIDA model Attention Interest Desire Action

4 marks

Question 7…name three different areas of sponsorship Arts Sport TV Charity/cause

3 marks

Question 8…Identify and name three different stakeholders that

can be reached by public relations Employees Customers/consumers Media General public Financers Government …

3 marks

Question 9…what are the two key types of sales promotion according to Chris Fill Value adding Value increasing

2 marks

Question 10…list the six key elements/participants of the linear

model of communications Sender Encoding Message Decoding Receiver Feedback …noise?

6 marks

marks out of 28 please…

sponsorship…

What can we sponsor?What are the benefits of sponsorship?What is the main role of sponsorship?What are the strengths and weaknesses?

What are the strengths and weaknesses of this

medium?

What are the objectives of in-store media and

promotions?

in-store media…

Assessment method...

an academic assignment structured

around the production of presentation (with

slides and speaker notes – NOT delivered)

Part 2

30% of total marks

coursework

the brief…

OK, back into groups…

how would you answer this question – how

would you structure the slides and what

content and theory would be in the notes?

…and the fact that you only have two slides and speaker notes…

based on your assigned tactic…