marketing  Communications  

…everything!  

1  

           …introduction  to…  

…introduction  to    

module  handbook...  What  is  the  module  about?  

Learning  outcomes  

Teaching  and  learning              Assessment  

Timetable  

       Resources  

text  books…  

     Xstream…  

DRIP…  

§  …to  differentiate  

§  …to  remind  (or  reassure)  

§  …to  inform  

§  …to  persuade  

Chris  Fill,  2011  

DR  I  P  

DRIP…  Advertising  Digi

tal  OoH…  

DRIP…  

Sales  Promotion…value  increasing

 

DRIP…  

Advertising  TV…  

DRIP…  

Advertising    transport…  

DRIP…  DRIP…  

guerilla  /  ambient…  

DRIP…  

Public  Relations…  

DRIP…  

digital  viral…  

DRIP…  

Advertising    Newspaper…  

Advertising    

TV…  but  why  was  it  banned/censo

red?  

…a  quick  quiz  

split  into  groups  of  no  more  than  Vive  

Question  1…  How  much  would  you  have  to  pay  fo

r  a  

30second  advert  during  Coronation  Street  

that  covered  the  nation?  

a.  about  £30,000  b.  about  £60,000  c.  about  £120,000  

Question  2…  According  to  2007  American  resear

ch,  how  

many  marketing  messages  is  the  average  

person  exposed  to  on  a  daily  basis?  

a.  about  250  b.  about  1,000  c.  about  5,000  

Question  3…  Which  of  the  following  age  demogra

phic  

groupings  represents  the  largest  percentage  

of  facebook  users  in  the  UK  today?  

a.  18-­‐24  b.  25  –  34  c.  35  -­‐  44  

Question  4…  What  are  the  Vive  tools  of  the  marke

ting  

communications  mix?  a.  advertising,  public  relations,  sales  p

romotion,  

direct  marketing  and  personal  selling  

b.  advertising,  sponsorship,  internet  marketing,  

promotion  and  personal  selling  

c.  public  relations,  digital  marketing,  direct  

marketing,  sales  promotion  and  personal  

selling  

Question  5…  Tesco  Clubcard  and  Nectar  are  exam

ples  of  

what?  a.  advertising  b.  public  relations  

c.  sales  promotion  

Question  6…  What  communications  method  was  

used  by  

Tesco  the  day  after  horse  meat  was  found  in  

their  burgers?  

a.  personal  selling  b.  direct  marketing  

c.  public  relations  

Question  7…  The  ultimate  goal  of  marketing  

communications  is  to  increase  sales  

a.  true  b.  false  

Question  8…  How  much  was  spent  on  advertising

 in  the  UK  

in  2013?  a.  £4billion  b.  £14billion  c.  £24billion  

Question  9…  Markets  are  often  broken  down  into

…  

a.  sections  b.  segments  c.  silos  

Question  10…  

How  many  ACTIVE  facebook  users  were  there  

in  2013?  a.  500  million  b.  1.2  billion  c.  2.4  billlion  

Vinished?  

OK,  swap  your  answer  sheet  with  another  group…