LO2 workbook(1).docx

8/10/2019 LO2 workbook(1).docx

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What is a SWOT analysis? Why are they are they a useful tool?

234T analysis, standing for strength, weakness, opportunities and threats, is theanalytical way to assess the product that you are going to make or a product thatis already on the market to try and get a better understanding of how to improethem. *sually using a grid type method to hae the 5 headings in the boxes, the

234T analysis tool is all about improement of your product, while exposing theweaknesses, which allows the company to tackle the problems before theybecome a problem on the nal design. (s well as research and proling, thisfeature of the pre)production stage is important and is key to making a successfuland e"ectie product, which makes a si6eable mark on the market.SWOT analysis of !odStrength "The memory and capacity is e"ectie and it has a great screendisplayWeakness "The battery doesnt last as long as you hope it wouldOpportunity " Improing the battery through extensie tests would improe theoerall productThreat " Improing the battery to the leel discussed would take too much time

and the cost of said battery would reduce the prots made by the company. +itherthe battery gets improed and something else su"ers or the product remains thesame.#This is a simple e$ample of SWOT analysis% companies looking tomarket a product would add more depth&

What is audience pro'ling? What sort of information might be includedin an audience pro'le?

Through audience proling, you are building your knowledge about a client,understanding who they are and what are their spending habits and patterns andhow often they purchase certain things, as well as simple information aboutdemography and geodemography 0age, location, income1. These facts can

establish whether your target audience has a disposable income and can spendmoney on luxuries instead of on necessities, as well as establishing how toadertise to this target audience. &or example, if you are looking to cater for anolder audience, it will be unlikely that you would pick an e)mediasocial mediaplatform to adertise to them and instead would pick broadcast or print as adesired medium. Things that might be included in an audience prole7

(ender "This piece of information is relatiely self)explanatory and helpsa company to establish which gender they are going to target. This can alsobe used to companies that hae already made a successful product, itmight transpire that they are looking to change their target audiencebecause they are not targeting the demographic they set out to. This willthen lead to mass research because the company hae to decide whether

sticking to their ideologies and ideas or prot margins are more important. )ge "+en though eerything from the gender section links to this section

also, age is something that can be more focused on adertising. &inding outthe age demographics of your audience or potential audience is keybecause by knowing this, you can adjust both your product and adertisingto try and t the demographical specication perfectly. This could includethe colour, font and extend to things like imagery and layout. (ll of theseproling features are just as important as each other and if one of theseisnt fullled, a product that doesnt make much prot will be the result.

ncome "3hile this doesnt seem releant to audience proling, this is akey part of it. -y establishing a particular persons income, you can assume

how much money people hae to spend on necessities and luxuries andwhether or not they hae a disposable income. %aing a disposable income


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means that people hae money to spend on both necessities and luxuries,therefore, they are more likely to spend their money on media products andmake a better target audience than someone on a low income. 4n theother hand, this proling feature suries by making many assumptions.&irstly, you must, to some extent, assume someones income because ery

few people reeal their exact income. (fter this, it would take a long time toanalyse people in a large capacity, so by using the few people you haeextensiely analysed, you must make an assumption about certain groups0you would analyse at least one person from most age groups, ethnicitiesand hae e$ual people from male and female respondents1

(eodemographics " -y knowing where someone lies, you are able tomake certain assumptions about them. %oweer, knowing this informationwont help you unless you actually mange to collect information aboutincome from one residence from each area. &rom there, you will be able toestablish the aerage spending and spending patterns from each area,while making assumptions about the residents of these areas withoutknowing indiidual information. This is relatiely risky because if you make

an assumptions and it proes to be wrong, you may misjudge your targetaudience and therefore, it will hae to be changed, wasting time andmoney in the process.

Social class " &inding out someones social status can be useful whentrying to target a certain audience. %oweer, the amount of products thatactually target a certain social class is ery few and while people withdisposable incomes that can spend money on luxuries and assumptionsabout this can be made, a company dont go out to target either the (-!8or !9/+ audience, this is just analysed after a period of time. &or example,the use of complex lexis in maga6ines such as : and 44 maga6inesuggests an (-!8 demographic but these media producers didnt do this

and set a clear message that this is who its for, they just had to analysethe sale data after a year of : and 44 been established to see whatsocial class they are targeting. &rom here, no amendments will be made,they will just stay with a steady continuation.

Select a maga*ine and 'nd their audience pro'le:

The statistics that follow were collated by7http7maga6ines.bauermediaadertising.commaga6inesdetail:and works toestablish arious demographical information. These gures are as of 9


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)ge

The median age of a : maga6ine reader is =9 and a mirroring iew of the genderdemographic is taken; the coer stars are similar ages to the target audience,therefore, familiarisation amongst consumers are how : aim to sell theirpublication. 3ith a 8>)95 age demographic been the most common age group toread : though, there has to be a mix of younger bands and musicians featured.%oweer, with the >>)?5 age category been the least likely to read the musicmaga6ine, it is highly unlikely that : will hae an older coer star 0despite eeryissue, : feature a @ashback from a classic star, as you can see from the 2toneAoses and (!/! on the most recent coer of :.

Social class&rom the media pack at http:11www&bauermedia&co&uk1uploads12Media!ack3.eb045/&pdf I was able to establish that B9C of people that read : maga6ineare in the (-!8 category of social class. Ike I mentioned before, not manyproducers set out to target a certain social class before they hae analysed salesgures in the rst year of establishment. %oweer, through complex lexis and anin depth analysis that has been proen to put o" a !9/+ social class, : maga6inehae been able to continuously make a product that accommodates for the (-!8demographic. /ue to the fact that the publication hae managed to get this manyconsumers, it would be unwise to change their product and lose these readers,like any other successful brand, you make what the consumer wants and whathas been successful for you. &or a more informal music maga6ine alternatie,D+ use a lot more simple lexis and hae more chatty columns compared with :.

6$plain in detail the 7 di8erent elements of the marketing mi$&!roduct "This piece of the marketing mix concentrates on the features andappearance of the product. This section will take care of the look of the product,which isnt the most important area of the marketing diagram but is still key to asuccessful project. 3ithout concentration on the features and appearance, een ifyour adertising campaign and research is perfect, you will not be able to protbecause of the lack of $uality on the nal design. &or example, (pple hae a teamsolely responsible for the aesthetics and features of their products and just afterthe sales gures for the past product, they look to where consumers hae @aggedissue with the product and note them down. &rom these notes, they will produce a234T analysis piece 0mentioned in an earlier section1 and act on these issues.

This means that their new products are nearly always superior and hae plenty ofchanges on them, which has made (pple one of the most successful andrecognisable brands in the world.

&ast)forward 9E years and with

the exception of Fily (llen, Gate

-ush and Fana /el Aay, there

hae been few female coer

stars in : maga6ine. (s well as

the coer stars, the colour

scheme of reds and blacks also

shows how male oriented the

This is an example of

one of the rst :

maga6ines, which, as

you can see, has a
http://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdfhttp://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdfhttp://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdfhttp://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdf


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!rice "This feature of the marketing mix is all about how much a customer iswilling to pay for a certain productserice. ost of this information can be foundby doing simple research but can be so key to making an e"ectie product thatwill sell well on the market& &or example, by nding out how much a competitors

product is on the market for can help you price your product. 3ith thisinformation, you can either try and market it for the same price and hope that the$uality and features of our product will outsell your rial or market it for apercentage of the price your rial is and not make as much per unit but sell themin mass $uantities. (s well as establishing the competitor information, things likeproling can help to nd a reasonable price for your product. Things like socialstatus and geodemographics can discoer whether people hae disposableincomes for luxuries and price their product accordingly, dependent on the targetaudience for the product.

!lace "This section inoles establishing some facts before establishing theoutcome for your product. Fike the price section, nding out where competitors

sell their products can be key to the positioning of their own products. &romnding out this information, two approaches can be taken as a result, which are781 Hlace your products in di"erent stores compared to your rials, miss out onsome rial sales but aoid been massiely outsold by your rial in the same storeand it been highlighted by the people who stock your product, which could lead toreduction of orders for your product the following year. 91 2tock your product inthe same types of stores as your rial, which would, without a doubt, proe whichproduct is better but if its your product that undersells, you get a bad name inthe process. In addition to looking at competitors product placement, new,experimental means could be established and a new stockist could be foundwhich would leae you with a big prot and a business contact at the same time.(s well as this, there is the dilemma of how many stores youre going to placeyour product in; is it going to be mass)market and be in all major retailers whichmeans it will be aailable nationwide, or is it going to be a niche productplacement which means that it will probably be expensie and featured in a fewstores in the country, if not the world. This would then result in you haing to sellless products but for a higher price or sell a lot more for a reasonable, morea"ordable price.

!romotion " arketing mix nishes with the promotion section which inoleshow consumers are informed of the product from the companies.+en though allthe sections in the marketing mix are key to a successful product, promotion isimportant because if you hae a great product for a great price and then promote

it and adertise it wrong, your prots hae fallen at the nal hurdle andsomething that had so much potential is nothing but a loss in prots from thecompany. -efore anything gets promoted, the company must rst decide where toadise, which will usually inole them looking at the demographic they haetargeted for their product and mirror that with adertising. &or example, if theproduct is for a younger demographic, an e)mediasocial network medium mightbe the best way to go, where as an older audience may desire a print orbroadcast platform. Dext, it must be established whether a big promotioncampaign or a small campaign is going to be taken by the company. 2aing thecompany money on promotional tools is sometimes not good if it results in a lossof sales, sometimes spending a little extra money on adertising and such canmake a monumental di"erence on prot margins for companies. This decision has

a few factors attached to it; 81 It depends on the companys hopes for theproduct, if the focus group and testing groups dont expect it to achiee as well as


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preious products, it might be wise to cut back on the promotion campaign.(lthough, other companies could see this as a chance to try and oer)adertise itand realise their product isnt ery good but strie to make back sales withsubconscious adertising. 91 The spending power of a company is a big factor.!an the company a"ord to plaster their brand and products in eery medium or

do they hae to be strategic when it comes to promotion &or example, (pple cana"ord to adertise and promote their brand image and products on most is not allmediums, where as smaller rials of the company like otorola might hae tothink about where to promote their products, due to them not haing thespending power to compete with (pple in terms of aderting.

Select a publication9 product or audience and e$plain the range ofmarketing materials that they use&


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any publications and products use a wide range of marketing materials topromote their products and brands. %oweer, before any of these materials canbe produced, a budget for the project, which includes aderting, will be formed.&rom here, the company will be able to know how much they hae aailable tospend and therefore, theyll be able to know if they are appealing to the mass

market through all mediums or to a niche one through selectie adertisingpositioning. 4n the other hand, it might not be the funds that is holding thecompany back from adertising through all medium, it might be the resources andskills they hae or it might be solely to do with the fact that the company want toattract a niche market to their product. &or example, a brand that I haementioned throughout this task, (pple, like to plaster their brand and productsthrough all marketing means, due to the fact that they hae the nancial power tobe able to do this. 3hether its billboards, public transport, star power, +)mediaplatforms broadcast platforms or print platforms, (pple manage to reach most oftheir consumers and get across the message that they want to coney. The

iHhone was and is ahuge

campaign, with theadert been eident in most cities across not just the *G but all oer the world.

!roide your own de'nition of adertising&

(ccording to dictionary.com, the word aderting is dened by Jthe actiity orprofession of producing adertisements for commercial products or sericesK.%oweer, I think this denition underalues the importance of the wholeadertising, which is, in actuality, one of the most important things for companiesand indiiduals. If aderting is not carried out, a brandindiidual will not becomea heayweight of the market and will be unable to compete with their rials.(derting is the practice of realising what your message is, establishing theimportance of this message and turning it into a catchy still or moing


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imageaudio piece. This message shouldnt be any longer than a line or two andshould enable the consumer of the aert to remember it and subconsciouslyremember it when they go shopping, therefore, making your brand more popularin the eyes of the consumer. (n adert can take many di"erent forms, whetherits broadcast, print, e)media, and whether this is positioned on buildings, public

transport or digital boards, the list is endless to how companies and indiidualscan adertise their products and serices to the consumer.

What is the purpose of sponsorship? Support your answer with detailede$amples&

3hile 2ponsorship is somehow iewed as a charitable thing, it can also be a wayfor companies to promote themseles and their products to consumers, throughthe sponsorship of eents and awards etc. -y promoting themseles, companiesare then able to either break into a new market, make themseles bigger in theirexisting market or establish themseles in a releant market, dependant on thesi6e and ision of the company going forward. 2ome companies use sponsorshipto try and send out a message, almost like aderting, while some just want topromote themseles as a brand, after all, sponsorship can be for a range of

reasons and purposes. (s well as the purposes, there are the types of sponsorshipyou can get, which are; eents, awards and buildings, that then get split into newsponsorships 0which inoles the company sponsoring something that hasntbeen sponsored before because it has only just been established1 or continuationof sponsorship 0which inoles the company continuing a partnership theyeformed with another company and sponsor them or sponsorship of an eent orawards that has preiously been sponsored by someone else1.

6ents3Through eent sponsorship, companies can climb to the next leel oftheir releant eld or remain in touch with the top, much like -arclays banks haewhen sponsoring eents. The (TH 3orld Tour nals, a tennis tournament in

Fondon at the end of the year that features the nest tennis players in the world,has, in preious years, been sponsored by -arclays, which has established thebank as one of the best high street banks in the *G and helped them to maintainthat position. 3hile the business of the company had something to do with this,the sponsorship and partnership with the eent has also done its part, along withthe -ritish 2ummertime usic &estial that -arclays also sponsor.

)wards " Dot as e"ectie as eent sponsorship, awards sponsorship helps thebrand to be recognised to some extent, while not wasting the nances on areasthat the company beliee can be best spent elsewhere.3hile you can get awardsfor a range of things, the sponsored and most in demand ones come in the musicand lm industries respectiely. The recent : awards exhibited some of the

greatest musicians of the year and the from the past but playing a small role werethe sponsorships that had been added to each award gien out by :. !ompaniessuch as !itroen, !arling and 2ony sponsored these awards and in turn, gotpublicity for doing so with a mention in the : maga6ine publication. 3hile thecompanies mentioned aboe could and hae staged eents in the past, they seethese smaller opportunities as a good inestment because they hae realised theiewership of : 0the most read music maga6ine in the *G1 and hae promotedtheir brand accordingly to try and get themseles some positie publicity and achance to keep themseles releant 0especially 2ony who are trying to battle with(pple, 2amsung and other top technology brands1.

;uildings "3ith the establishment of commercialism came a sense of masspromotion and an een bigger amount of aderting. %oweer, an een biggerstep up from promotion, aderting and eent sponsorship is the relatiely new


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idea of building sponsorship. 3hile in past times, you would hae the buildingnamed by the architect or such, howeer, throughout time, it has become a sortof bidding war of sponsorships to hae their company name on the building. +enthough eents will get a brand noticed, there is nothing bigger than a buildingsponsorship that will be seen by millions on a daily basis, which is why the

smaller, less obtrusie buildings arent high in demand for sponsorship 0thebrasher and more noticeable, the better1. ( few examples include the -T towerand 49 arena in Fondon, the +mirates stadium 0also in Fondon1 and the &irst/irect (rena opened in Feeds last year to name a few.

What is the purpose of endorsements? 6$plain a range of di8erent typesof endorsements and use e$amples&

Fike sponsorship, this is a tool to aid companies in promoting their brand andgetting it noticed by the mass market and their target audience. %oweer, insteadof doing this through a message or slogan of their own, they rely on other people,whether this is a celebrity 0star power1, expert 0expert power1 or by a generalmember of the public. The main purpose of an endorsement is to try and coneya positie iew of your brand and products through a person who can be seen astrustworthy and honest by the consumer.

Star !ower "Through the use of celebrity, the consumer can be swayed to useserices, buy products and support brands, this is a feature of the celebrityobsessed world we now lie in. +en if the brand or product doesnt look like auseful or e"ectie product, a celebrity endorsement can change all that andsubconsciously sway the mind of the consumers to buy it. 3hile its not as seriousas mind)control or anything like that, most companies tend to use a celebrityendorsement, due to the fact that companies that arent hae to not only battlewith the $uality of other products, they hae to battle with the high proleendorsements of other brands too, haing an endorsement themseles gies

them one less thing to worry about when marketing and adertising the product.( few high prole celebrity endorsements include the use of *sain -olt and /aid

Tennant in the Lirgin aderts, the use of !hris Hine in the (rmani adert andAoger &ederers endorsement of oet M !handon champagne.

6$pert power " 2tar power is good for adertising and promoting ariousproducts but when it comes to the serious cosmetics and health related products,consumers arent coninced by celebrities, they are coninced by an expert of theled that the product is from. ( reassurance, a tag)line and a guarantee is all thatis needed from the expert to get the consumers approal though, as brands aimto make $uick sales from their products./espite medical products beencommonly endorsed by experts, things like technology and food are also

promoted by expert, it all depends on thenature of the adert. If the companywant to concentrate on the $uality of the product, they might think about anexpert or a member of the public 0mentioned in the next section1 but if they wantto draw lots of attention to their brand, a celebrity endorsement might be thebetter option. +xpert endorsements include toothpaste brands such as Hro 3hiteand 4ral)- using a range of experts, as well as skin care brands like /oe andNarnier often using skin expert to positiely reinforce their products to theconsumer.

Use of members of the public " 3hile this oyeurism into celebritys lies thathas become part of our daily lies exists, consumers sometimes feel as if they

arent e$ual to celebrities and therefore cant buy the products that celebritiesendorse. 4n these occasions, companies may usea general member of the public


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to endorse their product, which would introduce a familiarisation element into theendorsement, due to the fact that the consumer can now put themseles in thesame scenario and realistically compare with the endorser 0which will then extendto the brand and products of that brand1. 2tarting in 9


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after a publicity stunt went wrong. The technology expert staged an eent whereballoons that spelt out the companys initials were released with ouchers forproducts inside. 2omething that started o" so normal then turned nasty though,as the crowd brought knies, sticks and -- guns to try and bring the balloons outof the sky. 3hile this hasnt hurt the companys reputation, it has gien it

unwanted negatie publicity and hasnt brought the positie publicity to FN, whoare still behind the giants of the technology world.

What is merchandising? Use detailed e$amples to help e$plain&

In marketing, merchandising is a popular tool for companies because it makesthem great prot. erchandising is the practice that inoles a display of productsthat are connected to be sold under the same bracket, due to them been from thesame franchise or category as one another. 3hether its logos or models orclothing, merchandising makes up a huge market in the *G and generates greatprot for companies. This is due to the fact that they are using one brand orproduct type to sell a whole range of products. %oweer, this market is one where

the consumer can easily be exploited, through the consumers bringing out similarproducts that hae small changes and adding them to the product range as


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something di"erent. 4n the other hand, this is to the companys adantage for abigger prot and it is in the hands of consumers whether they buy the product sothe wording of Oexploitation might be unjust. erchandising is especially big withmedia products, such as lms and TL, with /L/s, clothing and characters been

just a number of the products that are aailable through this market. ( high

prole example of merchandising is Toy 2tory. The lm that rst hit our screens in8PP> is one of the biggest brands around today and has generated endlessamounts of prot from the main characters in the lm, toys. In one instance, thesales of r. Hotato %ead rocketed after the lm came out and many children wereleft disappointed as the demand for -u66 Fight)year saw unprepared stores runout of the toy in the !hristmas of 8PP>. 2imilar examples are %arry Hotter, Ford ofthe rings and 2tar 3ars, three of the most symbolic lm franchises that haebrought the merchandising industry a lot of prot oer the years.

!


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by doing this and are, in fact, building a rapport with the media.

What is the purpose of a !< brie'ng? Why should you create one?6$plain some of the areas a brief should coer&

The sole purpose of a brief in terms of HA is to set out the re$uirements of the

project, whether this is how you will organise people or how you will make theproduct. This is something that will be created before the project begin and will bereiewed during and then after the project to see if it has been stuck to and if not,a reason must be made. aking a brief can help stay on task and can een helpto run this and future project more smoothly, its also to keep things on schedule.In addition, it should establish the goals of the project and the things you want toachiee during this time, as well as things like the budget, the main e"ect and thetarget demographic of your product. This document might also be tied to thespecication, due to these two documents been two things that are createdbefore the project and then reiewed throughout the project. !reating one canmake the company work more e#ciently because they hae something to workwith and something to try and aim for instead of a generalised target. In business,usually if the brief is not completed in time, the company who hae been gienthe project might not get paid fully by the client and future work wont be gien tothis external company. The budget is a main thing to include in the brief, due tothe fact that if its not completed using the targeted gure, there will be less protfor the company at the end. This budget gure is usually in conjunction with thesum that has been agreed by the client and the company prior to the start of theproject, which is why the external producers will hae some sort of idea howmuch they can spend and how much potential prot there will be. If the product ismade in)house, there is no risk of future projects been cut by the client but adelay in the schedule could lose the company a prot that they could hae had ifthey would hae released the product on the scheduled day. +en though the

audience proling research will show the target demographic for the project, thebrief will also coer this. %oweer, eery company realise that a secondaryaudience might prefer the product and a contingency must be created as well asthe initial target audience, due to the fact that its better to hae a secondaryplan than haing to back to the drawing board in the middle of the project or eenworse, after rst stage of testing.

What is the purpose of a press conference? Why might you hold one?Use speci'c e$amples to help you with your response&

( press conference inoles a series of journalists asking a celebrity or a personof interest $uestions about a product or eent that is in the past or going tohappen in the future. The function of this conference is to try and establish some

facts about the persons product or eent and in a way, try and nd out moreabout the indiidual that hasnt been established before. +en though pressconferences are to promote positie publicity about yourself, some of these HAeents end in a negatie way 0the celebrity walking out or meeting a $uestionwith an angry, expletie lled response1 or the reason that the HA team of thecelebrity hae set up his conference is to wither eradicate some negatie press orto attempt to justify what they hae done. 3ith the amount of journalist presentat these conferences, it is ery rare that you get more than two $uestionsanswered, which then makes you reply on the $uestions and responses of othersto write your report or media piece. 2ome examples about where pressconferences are held are rstly, post)football match. These conferences are set upto try and establish the facts that that consumer dont know about the game and

in some circumstances, to try and bring an angry response from the manager ofthe team that has been defeated. (nother popular press conference scenario is


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when a number of celebrities are bringing out a lm together and instead ofinteriewing them indiidually, it might be easier to call a press conference, aswell as the fact that some celebrities bring the best answers out of each other soyou might get better responses than you would hae done in indiidualinteriews.

Why could hand3outs be useful when managing a !< eent?

%and)outs are the physical, written product of what is been said in the HA eentand is a good way of making sure you hae coered eerything andcommunicated eerything to the journalists at your eent. 3hile you neer wantto forget things while talking to the media, if you do and you hae hand)outs, themedia publications will get that information anyway; its in a way, a safetymechanism for companies in HA eent situations. (s well as this function, hand)outs also manage your message and your company alues and reinforce those tothe media, een if you hae repeated the slogan throughout the HA eent, youcan neer self)promote yourself enough to the press. (fter the HA eent has been

staged, journalists from a wide range of publications now hae the hand)outs andcan do with them what they see t, they could write a report, they could write areiew of the eent or they could simply publish our ndings. /ue to theconse$uences, should the press nd a gap in your hand)out 0these days, if youare bombarded with negatie publicity by the press, its communicated to theconsumer and something that seemed like good publicity has fast shifted to anegatie nature1 you should check all the information cant be spun by your rialsto make negatie facts and statistics and the research must be checked becauseit doesnt want to transpire that you hae rushed your hand)out because thenmore might be at stake; consumers and the press might start to $uestion yourproducts.

What are some of the adantages of holding an interiew instead of apress conference?

The one to one element of an interiew is more personal and will produce

more in)depth answers in the process. 3hen an interiewer is interiewingthe person for the rst time, the interiew might not be as smooth orpersonal, due to neither knowing one another, but by the time they start tofamiliarise themseles with each other 0during the second or thirdinteriew if they are writingbroadcasting for a big company1 which willbring about the in)depth answers that the consumer likes readinglisteningto.

In an interiew, there is much less chance of a celebrity been mis$uoted,compared with a press conference. This is due to the fact that there is only

one person recording the interiew, therefore, its less common for theinteriewees answers to be misconstrued or misrepresented. In addition,due to the fact that its personal and one to one, the interiew can clarity acertain point with a follow up $uestion, where as its unlikely that a followup $uestion to clarify will be allowed in a press conference, which is whymis$uoting happens $uite often.

/ue to the fact that interiewers tend to send electronic ersions of their

interiew $uestions to the interiewee beforehand, there is less chance ofa sensitie $uestion been asked. 4f course, if one is asked and it wasnt onthe $uestion list sent, the interiewee can refuse to answer the $uestion0he could do that een if it was howeer1 or their HA person may interject

and tell the interiewer to moe the interiew $uestions along. If the$uestions arent okay for the celebrityperson getting interiewed, they


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can be amended ready for the interiew.

The $uestions seem to be more ordered and een though its a tenuous

link occasionally, all the $uestions seem to be in a chronological order andfollow on from one another. In contrast, a press conference brings about anOeery man for themseles mentality which is negatie for a journalist

writing it up and a celebrity who doesnt know the nature of the next$uestion and therefore might not be prepared for this eentuality.

The time element in a press conference means that brief answers are thenorm, where as an interiew allows for in depth answers which gies a truerepresentation of the interiewee. This may be a good thing if theinteriewee hasnt been interiewed for a while or is new to the HA eentsand there is plenty of enigma surrounding them. The intimate and in)depthanswers might be the best option for them because they want to putthemseles across well and in a positie way.

'ou are more likely to get the key $uestions answered, some press

conferences drift o" topic.

In a press conference, the interiewee sometimes gets disgruntled by a$uestion and answers the rest of the $uestions in the conference half)heartedly, where as you can order your $uestions in an interiew and putthe risky ones last so the interiewee answers the key $uestions in full.

2ome people show o" for the cameras in a press conference so you might

see a di"erent, rare side to the celebrity, therefore giing you an almostexclusie interiew. This exclusie interiew piece could then be good foryour publication who then hold an exclusie piece, which might be indemand with the consumers, dependant on the interiewee.

The publication you work for can brand it Oexclusie due to the fact that no

other journalist will record exactly the same interiew, unlike a pressconference, therefore sales for that publication will rise, compared to your

rials.Why do people set up 'lm and picture opportunities? Use e$amples tohelp our response&

&ilm and picture opportunities are used to help a celebrity or a person of interestconnect with their fans and people around them. The reason that these people setup these opportunities is because they want to promote themseles in a positieway and show themseles as a role model and a positie in@uence. 3hile this is agood thing, some may use the lm and picture opportunities to make up for apiece of negatie press they hae receied recently or use it to adertise the factthat they are a positie in@uence when they ineitably do something negatie inthe future. 4n the other hand, other people use it as a chance to show that

celebrities can connect with members of the public and t in, therefore, giing thesense that the celebrities are normal also, which is a good thing when trying topromote a product of theirs. %oweer, there can be no lm and pictureopportunities unless a camera is there to capture the person of importancecarrying out public publicity, which will translate as good publicity for this person.&or example, while on international duty at the 3orld !up, a handful of the+ngland players went to the worst parts of the -ra6ilian capital, Aio, and workedwith some disadantaged teenagers at their football skills. This, of course, wasntdone while all the media werent around, there was mass media coerage and theplayers inoled therefore got positie publicity from doing so. %oweer, it isdi#cult to establish between an act of genuine kindness or an opportunity tobuild your prole as a celebrity; in +d 2heerans case, it is both. The singer has

isited a number of sick kids in arious hospitals around the word and has beenery charitable with items while been there. 2heeran, who I beliee was showing


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a genuine act of kindness, was also caught on camera so therefore, it would beclassed as a photolm opportunity, despite the nature of it.

Why are contacts and networking important in marketing and !

Documents

LO2 workbook(1).docx