Introduction to
Marketing Communications
Marketing Communications …tutorial
6
Introduction to
The short-talks considered the key concepts, strengths and
weaknesses…
…as well as identifying their main characteristics, reasons
for use and audiences
direct marketing was covered in last weeks lecture…
direct marketing…
direct marketing
describe the role of direct marketing…
what are the main strengths and weaknesses of this
communications tool?
what tasks can direct marketing achieve… and how does it achieve
them?
describe the different methods used to implement direct marketing…
what are the four key types of direct marketing?
direct marketing and sales promotion have been very
effective communications tools for Tesco in the UK
what data do you think Tesco gathers from its Clubcard users?
direct marketing
what benefits are there to Tesco’s in having this data?
what benefits are there for customers sharing this data?
direct marketing
A UK-based travel agent is planning to run a direct marketing campaign to promote holiday’s to Australia to the over 50’s market of ‘empty nesters’. Develop a postcard-themed piece of direct marketing, with a focus on the key message, visuals, personalisation and call to action…
next week the topic is personal selling
This is the final opportunity for the assessed short talk – if
you do not attend you will have missed your chance
short talk...
don’t forget the instructions in the brief…