Introduction to

Marketing Communications

…tutorial

8

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/particpants 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…

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…