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…