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MKT1002 lecture 2

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by

sally laurie

on 6 October 2016

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Transcript of MKT1002 lecture 2

MKT1002
week2

Marketing Communications today
Assignments
Last week

Term 1
Individual seminar e-portfolio
(60%)
STARTS this weeks
Inform / make aware
Remind / reinforce
Differentiate
Persuade
D
R
I
P
four main objectives
or tasks of marketing communications
what is communiation
Marketing mix &
Marketing Communications Mix
Target Audience
Product
Price
Place
Promotion
Promotion = Marketing communication
'
What does history tell us?
1955 1st UK Ad - Gibbs SR
50's advertising was dominated by soap powder, food and cigarettes
Advertising was about
USP and hard sell
1960's - development of a distinct
British more whimsical, conceptual style
tools
media
message
From telling to engagement
PJ1 Objectives
The aims of the seminar portfolio are to help students to
• Create a personal resource in the form of a seminar portfolio
• Record and reflect on learning from seminar activities
• Develop an understanding of different approaches to learning & identify
strategies for maximising personal effectiveness

Your seminar portfolio will include 5 units of assessment:
• Unit 1 - My media diary & analysis of how brands can ‘engage’ with me and my peers.
• Unit 2 - Understanding communications
• Unit 3 - case study 1
• Unit 4 - case study 2
• Reflection & personal action plan

Innovative split screen /125years of John Lewis
2012:
2006
2007
2011
2009
2009
2012
2012
Full transcript