Starting marketing and pr

Marketing and PR
Sub title

Creative Media Production 2013

1

Introduction
The marketing and promotion of a commercial media product is an
important stage in trying to ensure its success in reaching its target
audience and being received by this audience in the desired way.
Market research departments, companies and agencies employ a range of
methods and techniques to try to find out what consumers of media texts
think and feel about those texts.

Researchers aim to provide a realistic insight into audience preferences,
wants, needs, desires and aspirations so that the final media product can
be marketed and promoted as successfully as possible.
Public relations (or PR) companies will also attempt to manage the
message that is being communicated about a specific product or service
and try to ensure that it is seen in a positive light.


2

Introduction
Marketing and public relations cannot provide guaranteed results but
effective marketing and promotion can provide a firm foundation for the
successful launch, and on going support, of a product aiming to meet its
expected targets.
Most large companies will have their own marketing or PR
department, whilst smaller companies will employ independent specialists
to market and promote their products on a bespoke basis.
Whatever the arena, an understanding of marketing and an awareness of
the methods of promotion are vital to the media industry and the success
of its products and services.


3

Grading
Tasks one and two cover learning outcome one. You work will be graded
pass, merit or distinction based on the grading criteria listed below.


4

The functions of marketing and PR
Understand the functions of marketing and public relations
Task 1 (P1, M1, D1): Research the main functions and fields of marketing
and public relations and produce a short written description of each. When
talking about the fields, you should give examples of people or
organisations in those fields which might need to use marketing and PR.
Marketing:
Market research
Market analysis

Marketing strategy
Advertising
Brand promotion


5

Public relations:
Managing the message
Positive publicity

‘Spin’
Damage limitation
Organising events
Lobbying


6

Fields of marketing and public relations:
Media, celebrities and entertainment
Business

Government & public services
Charities and pressure groups
Sport


7

Case study:
Task 2 (P1, M1, D1): Produce a case study file of an appropriate media
marketing or public relations exercise showing how marketing or public
relations methods and techniques have been used. Explain which field of
marketing and PR the work you look at fits in to.
You can look at a campaign which covers multi media platforms such as
print, moving image and the web or just concentrate on one aspect of it.


8

Case Study
BOTTLE have used many marketing and PR techniques to help promote
and improve the image of pound land.

They organised events to appeal to their key demographic. This not only
attracted more shoppers to the stores but generated additional publicity.


9

Case Study
They researched and analysed their market to understand the best ways
to communicate. They targeted women, reasoning that they are still mostly
responsible for the weekly shop in their demographic. This audience tends
to use Facebook for the social networking, so this was targeted by the
campaign.

After taking on board the recommendations, Poundland started its own in
house team to work on social media.


10

Case study
Positive publicity and brand promotion were also achieved by getting
products in to consumer pages of publications such as the Mirror. This
again ties in to their demographic.


11

Useful links
Pound land case study.
http://www.bottlepr.co.uk/client-item.aspx?folderguid=D80AD267-83BF-4738A0B9-64E5811CD2F5
In tandem communications example work.
http://intandemcommunications.co.uk/brilliant-results
Cohn Wolfe PR case studies
http://www.cohnwolfe.com/en/case-studies
Ogilvy PR Agency case studies
http://www.ogilvypr.com/en/cases/search

Great video on political spin
http://www.bbc.co.uk/learningzone/clips/are-these-examples-of-politicalspin/7265.html

12

Useful links
Wikipedia: Market analysis
http://en.wikipedia.org/wiki/Market_analysis
Writing a market analysis
http://www.inc.com/articles/1999/12/15964.html
Wikipedia: Market Research
http://en.wikipedia.org/wiki/Market_research

Tesco horsemeat scandal links
http://www.theguardian.com/media/2013/sep/04/tesco-horsemeat-ad
Tesco press releases
http://www.tescoplc.com/index.asp?pageid=17
Spin gone wrong
http://www.telegraph.co.uk/news/uknews/1358985/Sept-11-a-good-day-tobury-bad-news.html

13

Useful links
Managing the message:
http://paulkiser.wordpress.com/2013/02/05/why-managing-the-messagedoesnt/
Public relations:
http://www.ipr.org.uk/


14

Methods and Techniques
Marketing:
Understanding clients and their requirements:
Understanding what a client wants and needs it the first step in a
marketing relationship. A client may well have a direction they want to go
in or a message they are keen to get out. Producing work which does not
fit with the clients ideas is unlikely to be taken forward.

Understanding markets:
Understanding the market you are working in is vital. It helps you establish
your competition and your consumers and helps you place your own
product in the market place.


15

SWOT analysis (strengths, weaknesses, opportunities, threats):
This is a way of looking at your ideas and assessing them in a structured
way. You look at the strengths of your position and also consider the
weaknesses as well.
You look at the opportunities you have within a project but also the things
that could threaten its success. Exposing your weaknesses and threats
allows you to try to tackle them before they become an issue.


16

Profiling:
Profiling is all about building up knowledge about an organisations most
typical clients. It involves understanding who your clients are (e.g. their
age, location, life-stage, income band, property value and lifestyle
choices).
Next, you need to build an understanding of how they are interacting with
your products and services (e.g. How often do they purchase, how
much, and when). Finally, you need to establish the way clients currently
perceive your products and services (for example, whether you're
providing a necessity, a luxury or a default option)
http://www.matrixsolutions.co.uk/products/inside-intelligence/profiling-andsegmentation/


17


18

Marketing mix:
The marketing mix is the combination
of product, price, place and promotion for any business venture.
The marketing mix is the combination of product, price, place and
promotion for an organisation.


19

Range of marketing materials (print, video, audio, interactive):
This is the variety of different ways that an organisation can market itself.
Larger organisations will use a range of marketing materials to gain cross
media coverage and increase brand awareness.
Advertising:
A type of communication for marketing. It is used to encourage and
sometimes manipulate an audience. Usually the desired result is to get
people to buy a product, although political and ideological advertising is
also common.
Sponsorship:
Companies will use sponsorship to promote themselves. This may involve
donating things to the event in exchange for their logo appearing on
materials related to the event. Often TV programmes are sponsored by a
company or product.

20

Virgin Money now sponsors
the London Marathon

Harveys have been on of
many companies to have
sponsored Coronation
Street


21

Endorsements:
This is where people make positive statements about a product.

Sometimes celebrities are used to endorse products with the hope that
they will influence their fans to buy the product.
Sometimes experts in a field will appear to endorse a product.

Sometimes ordinary people will be used instead to try and mirror the
audience and get them to buy.


22

Endorsements:
This advert uses a dentist to endorse
the use of a specific brand of
toothpaste

Endorsements:
This organisation uses its magazine to show
endorsements by everyday people.


23

Events:
Holding an event is a god way to build up publicity for your business and
market yourself. It could happen in a range of ways depending on your
business. Apple make the opening of a new store a huge event. College is
often putting on open evenings and shows to promote the work we do.
Events have their risks. LG held and event to give out free vouchers for
products which were inside helium balloons. People came armed with BB
guns and knives on sticks to get at the prizes. 20 people were injured as
crowds battled for the vouchers.


24

Merchandising:
Merchandising can have a range of meanings. In retail marketing it is
about creating a display of products so that the right kind of customers will
see it. It can also mean the use of one brand to sell other items. Films and
TV shows often produce a wide range of merchandise with their logos and
characters on them.


25

Public relations:
Press releases:
A press release is a type of communication aimed at the news media. It is
used to announce something newsworthy. They can be posted, faxed, or
more typically today, e-mailed to editors at print, radio and television
organisations. They can be a good way of getting information about your
business out to people by making it seem like news.
Electronic media packs:
These can be used to send out to people who could be useful to your
business or yourself. They usually contain a press release, a biography of
you or your company, testimonials and articles and photographs. All this is
design to promote you or your business.


26

Briefings:
A brief is designed to set out the requirements of a PR campaign. Amongst
other things, it should establish the goals of the campaign, the main
audience, the effect and the budget.
Press conferences:
Press conferences are organised for a whole host of reasons but the aim
is to allow you to give out a statement to the press and then be asked
questions. They can be associated with criminal investigations, sporting
events, elections and politicians amongst many others.


27

Hand-outs:
Hand-outs are another PR tool allowing you to manage the message for
people. You can combine these with press-conferences, press releases
and media packs as handy things for people to take away. It allows you to
foreground the key ideas you want to promote in a package that people
can take away.

Interviews:
Much more personal than a press conference, interviews allow you to
respond to questions one on one. Often people will insist on being able to
see the question lists first and will not answer additional questions.


28

Film and picture opportunities:
This is good promotional material which you can use in a variety of
formats and across a range of platforms. Many sports starts, celebrities
and politicians set up these sorts opportunities with the hope of gaining
some good PR for themselves as well as promoting other things.
Contacts and Networking:
These can be the people in charge of managing the PR for a company or
individual. They will be the ones dealing with requests for press
releases, conferences, interviews and so on. It is their job to manage
these elements to ensure the best outcomes.
If you are working for an organisation you will need lots of your own
contacts to be able to manage your PR successfully. You need to know
celebrities and their agents as well as TV
bookers, editors, publishers, bloggers and so on to enable you to manage
the message.

29

Task 3
Task 3: (P2, M2, D2)
Using your lecture notes and your own additional research, complete the
workbook on the principal methods and techniques used in marketing and
PR.
You should comprehensively explain the principal methods and techniques
of marketing and public relations with elucidated examples and
consistently using subject terminology correctly.
In terms of marketing you should cover understanding clients and their
requirements, understanding markets, SWOT analysis, profiling, marketing
mix, range of marketing materials, advertising, sponsorship,
endorsements, merchandising and events.
In terms of public relations you should cover press releases, electronic
media packs, briefings, press conferences, hand-outs, interviews, film and
picture opportunities and contacts and networking.

30

Marketing and PR
Issues requiring marketing or public relations solutions
There are many different issues that can be addressed through marketing
and public relations.
Quality: Quality is about how good a product is. Companies will often
focus on the quality of their product rather than the price.
Image: This is the public profile of a company or product. This can be
described as the ideas we associate with something and the ideas they try
and put out to people.
Price: The simple explanation is that price is how much something costs
but in marketing and PR is can be a useful tool to sell products.
Sometimes the focus will on price rather than quality.
Value: The worth of something to the people who have it. So something
cheap might be enormous value to someone if it is something they
31
desperately need.

Marketing and PR
Market: This is your potential buyers, your outlets and your competition.
Competition: These are the people who are targeting the same market as
you. You will have to work hard to ensure they don’t take all your potential
customers.


32

Marketing and PR
Guinness Quality article
http://www.marketingmagazine.co.uk/article/1210008/guinness-reinventssurfer-ad-quality-marketing-push
Ford Quality article
http://www.marketingmagazine.co.uk/article/1017089/ford-rethinks-ad-plansemphasise-quality


33

Marketing and PR

Quality


Price

34

Marketing and PR
Quality:
This advert focuses on quality. It
uses simple, clean and high quality
design to reflect the products it is
selling.
It does not mention price at all. It
uses a product shot of the cooked
product with other quality
ingredients.
It uses an expensive looking pan
as well.
All of this combines to associate
the product and the brand with
quality.

35

Marketing and PR
Image: The advert works on
creating the image of a
responsible food producer.

Free range is seen as not only top
quality but the ethical way to eat.
Further copy highlights other
environmental credentials for the
brand.
It creates the image that
supermarkets can be both mass
market and yet ethical.


36

Marketing and PR
Price and value:
This advert focuses on price and
value for money. It uses simple, no
nonsense design with a clear focus
on the cost of the product.
The strap line, ‘Britain’s biggest
discounter’, further emphasises the
focus on price.
It shows products with basic
looking packaging. There is not
information such as variety of
product or where it was grown.


Value and image:

Marketing and PR

This advert focusses on the
value of the product to the
customer.
It uses lots of images of
professional, highly important
jobs to create an image of
professionalism and reliability.

http://www.youtube.com/watch?v=oQs56cdZm-0

Using images of formula one
cars, medical surgery and
stock trading gives an image
of speed, safety and power.

The focus is not on the
products, but what customers
can do with them, saving time,
money and lives which is very
valuable.
38

Image and competition:

Marketing and PR

This advert directly names a
competitor, Google, and
compares its product to theirs.
It states that they don’t read
your emails to help them target
adverts towards you.
It aims to create a clear image
of responsibility and fairness.
It tries to highlight differences
between email providers.

http://www.keepyouremailprivate.com

It creates an image of the
competition as aggressive and
something to be feared.


39

Marketing and PR

Price and Competition:
This advert makes use of direction comparison between brands and
focusses on the value that can be achieved by swapping products.
Suggesting the products are like brands people know will encourage them
to swap.
The subtle use of arrows in the boxes showing the savings further
reinforces the prices.

40

Marketing and PR
Task 4: (LO3)
Compare the marketing materials for a similar type of product from
different companies. Using your list of different marketing issues, show
how these similar products are marketed in different ways.
You should clearly show where they have focussed on quality, image,
price and value. You should explain the market they are targeting and also
the competition they have.


41

SWOT
SWOT analysis is a structured planning method used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in
a business venture. (http://en.wikipedia.org/wiki/SWOT_analysis)
It is a great way of looking at potential ideas and their limitations. You are
going to do a SWOT analysis for one of the following ideas.
Task 5: (LO3)
Undertake a SWOT analysis for the following product.
New MP3 player that allows internet streaming of songs from Spotify is
going to launch in a bid to challenge Apple’s market domination. Produce
a SWOT analysis for this product.


42

You are pitching for the marketing and publication relations role for the
release of a new album by a band.
You will randomly generate the name of your band and the title of their
album.

You will use this as the starting point for your campaign.
Task 6:
Create a marketing and PR campaign for the album launch of a new band.
You should determine your objectives before planning your campaign. You
should include information on:
managing the message
use of hyperbole
methods of communication
internal motivation
motivation of the media
You should ensure your plans are SMART
(Specific, Measureable, Achievable, Realistic, Time-related). You will
assess if this is the case at the end ofProductionproject.
your 2013
Creative Media

43

Random Band Generator
To get the name of
the band you will be
working for, go to the
main Wikipedia page.
Click on the random
article button on the
left hand side of the
page.


44

You can press the random article button
a maximum of 3 times.

You must use the title of one of the
searches for your band name.
This will help give you an insight in to a
genre of music for the band.


45

To get your album name, go
to:
http://www.quotationspage.co
m/qotd.html

Press the random quotes
button on the left hand side
of the page.
You must use 3 consecutive
words from the last quote on
the page for your album title.


46

Marketing and PR
Phoenix Prize for Spiritual Art – Born in it


47

Marketing and PR
Determine objectives:
Every marketing and PR campaign has an objective. This is the end result
you are hoping for. Objectives can be as varied as the campaigns
themselves. Common themes could be to generate good publicity, to
control a damaging story or to gain a higher market share. The more
specific you can be, the easier your task.
Plan the campaign:
As with any project, planning is essential. You need to decide what you will
do and when. Your brief will give you the starting point and you will set
your own objectives. What you need to do is plan how to get from the start,
to the end.

Manage the message:
What do you want the message of your campaign to be? When you have
decided, you need to ensure that it is controlled.

48

Marketing and PR
Hyperbole:
A figure of speech in which exaggeration is used for emphasis or effect, as
in ’I could sleep for a year ’or ’This book weighs a ton’.
http://www.thefreedictionary.com/hyperbole

Communication:
There are many different ways you can communicate during a marketing
and PR exercise. You could hold a press conference or issue a press
release. You could create an event. You could use television, radio and
print based media as well as online content and social media. The mix of
methods you choose will depend on your audience and your issue.


49

Marketing and PR
Internal motivation:
This is what is motivating you or your company to take up the PR and
marketing challenge. This could be something you have chosen to do or it
could be a situation which has been forced on you. Either way, examining
the motivation for the project it important. Your objectives could help you
here.
Motivation of media:
This is why the media are interested in the story. It could be a negative PR
issue which the media are trying to uncover or it could be an exclusive
interview that they want. This often happens in the case of celebrities and
politics where bad news stories can sell more issues. In a scenario like
this, what could the motivation of the media be and which parts of the
media would be interested?


50

Starting marketing and pr

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