Introduction to

Marketing Communications

Marketing Communications …tutorial

7

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 UKwhat 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 public relationsThis is the final opportunity for the assessed short

talk – if you do not attend you will have missed

your chance

short talk...