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Lo2 workbook(1)

The document discusses various marketing concepts including understanding clients and their requirements, market research techniques, SWOT analysis, audience profiling, the marketing mix of product, price, place and promotion, and different marketing materials and strategies such as advertising, sponsorship, endorsements, and events. Understanding clients helps build relationships and negotiate ideas. SWOT analysis assesses strengths, weaknesses, opportunities, and threats. Audience profiling provides demographic information. The marketing mix elements must be considered together to effectively market and position offers. Different marketing approaches aim to promote brands, products and influence consumers. Events can generate publicity but also carry risks.

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Understanding the principal methods and techniques used in marketing and public relationships Marketing: Whyis it important in marketing to understandingyour clientsand their requirements? It is importanttounderstandthe client’saimsandtosupportthemfullywhether youthink theyare wrong,theyare notgraphic designersorjournalistsbutyouhave tobe ontheirside to complete the task.A reasonwhyit isimportantto understandisthatthe clientcouldbe talkingtoseveral other people whocouldfulfil theirrequestsandpaythemevenif itisobscure.Once youunderstandthe workyou are completingforthe clientitisone of the firststepsintobuildingaclientrelationship, there youcan go forwardintohelpingthemimprove theirideasandhave agoodbasisintocreating the product or the designwork.Itis alsoeasiertonegotiate withthe clientwhenyousaythatyou will use some of theirideasas well asworkingwiththe professionalteamandtherefore itlooksgoodon yourself aswell aspleasingthe client.Everybodyhasadifferentmotive tofollow anditisgoingto be differenttoeverybodyelse’s,also anotherpartof understandingyourclientisassistingtheminto lookingatexistingproductsanhowtheycan go one betterwithyourhelp. Whyis understandingthe market you are working in important? What techniquesandtools could be usedto helpsomeone understandtheir market? Firstly,inunderstandingthe market youhave to consideranin-depthresearchonexistingproducts and theirmediapackand whetheritissimilarordifferenttoyourintendedmarket.Drawingfrom previousexperience inthe RecipeCardsunit,alot of time wasdevotedtolookingatexisting products,howlongtheyhad beensoldandwhotheyare aimingatthe most.The competitionisthe mainobjective inunderstandingthe marketasitshowshow you can improve yourspecificproduct and the weaknessesof the opposingbusiness.The maintool forunderstandingthe marketislotsof research,forone you can findoutabout youraudience inageneralisedtermandthenfindoutabout gaps inthe marketplace for the product,finallyyoucansee where othercompanies are rankedinthe marketand create your ownmarkettype basedonthat. In thisstage the consumersare also important,notlookingatindividualdemographicsbutinthe sense thatyoucan getan ideaof what vibe yourmarkethas andwhere youwant to take themwithyourproduct.Findingagap in the marketmay be easyor tricky dependingif youare workingtowardsaniche targetaudience ora mainstreamone,therefore itisimportanttounderstandthe definitionof aniche market,andnot pinpointone particulargenre of peopleasyouhave thennotlookedatotherexistingproductsina widerarea. What is a SWOT analysis?Why are theyare theya useful tool? SWOT analysisislookingatthe strengths,weaknesses,opportunitiesandthreatstoyour product. Thiscan be producedina chart form and assesthe positivesof whatthe outcome wouldbe foryour productand the potential threatsandweaknessesitcouldface.Itcan be usedina businesscontext or a personal one,itisuseful inhelpingtocarve out the future endproduct,youhave to thinkabout whatcould gowrong and notdenyany threatsor weaknesses. Some of the thingstoconsider strengthwise would be:  What advantage doesyourorganizationhave?  What do youdo betterthananyone else?  What unique orlowestcostresourcescanyou draw upon thatother’scan’t?  What do people inyourmarketsee asyourstrengths?  What factors meanthat you“get the sale”? (http://www.mindtools.com/pages/article/newTMC_05.htm) It isnecessarynotto ignore the weaknessesandthreatsasyoumay needa back up planto knowhowto deal withthe problemsarising.Likewise aswell asidentifyingyourownSWOT
analysisyouhave tobe aware of competitorsstrengthsandopportunitiesanduse themto hinderyouropposingcompany –make you stronger.The opportunitiescategoryismainly abouttakingadvantage of current markettrends andcompetitors’rise,the threatssectoris showingwhatthe companyisscared of most,whowill exploitthemandwho’sworking againstthem. Thispart of the SWOT analysisisuseful becauseitasksquestionsthatprobably the companywouldn’thave arose beforehand,youcan’tconclude justyetbutyouare prepare to answerquestions. What is audience profiling?Whatsort of informationmight be includedin an audience profile? Audience profilingismuchlike ademographicexperiment,thisiswherethe companymakesa generalisedassumptionof the intended audiencebybuildingknowledge aboutthem.The sortof informationthatmightbe includedinanaudience profileissuchhow the audience interactswith otherservicesandproductsconsideringthe companyandhow theyperceivethe company’s products.The majorityof profilingalsoincludes;age,gender,life stage,incomeband,propertyvalue, lifestyle choicesetc.Once lookingatthe stages – buildingupaknowledge aboutconsumersand organisationsyoucanmove on to lookingattheirlocationandproduct choicesbefore finally developingadeeperunderstandingof how consumersare viewingyourproductandotherproducts surroundingyou,whetherthisbe anecessitylike groceriesorluxurylikedesignerclothing.
Selecta magazine and findtheir audience profile: The main highlighttotake fromthismediapackisthe insightintothe specificage range andthena separate tag alongbeingspecificaboutincludingchildren.The income bandisalsostraddledinthe higherandbottomendof workingclass,womenbeingthe maintarget.Mostlyeveryone knowsthat these typesof magazinesare targetedatwomeninthatcertainbracket witha mix of real life, fashion,beauty,food,home,travel andcompetitions.Althoughthe desiredage range is25 – 55 with children,anyone canreaditbasedon the stories,the designandthe colour. Interestinglythe magazine isexpectingthatthe age bracket inwhichitstarts – 25, will have children,whereitis particularlynota youngage the stereotypical social grade statusshowsthatwomeninthatbracket and higherwaituntil laterlife forchildren,focusingoneducationandjobsfirst. Showingthe net circulationandprice itis no wonderthatthat ithas strong customerloyaltyandareadershipof 1,799,000 females and2,050,000 adults. Explainin detail the 4 differentelementsofthe marketing mix.
The marketingmix isusedforanybusinessventureandorganisation,itisthe combinationof; product,price,place andpromotion.  Product– the featuresandappearance of goodsand services.The mainquestionsyoucanask yourself inthisstage are;whatdoesthe product needtosatisfy?How andwhere will the customeruse it?How isit sufficienttocustomers?How isit branded?These are some of the simple questionstoaskyourself andcombinesthe priorityof yourcustomerandhow your productneedsnotwantsto be sufficientandabove satisfactory.  Place – the pointwhere productsare made available tocustomers.One of the main questions for thisis‘whatdo your competitorsdoandhow can you learnfromthat?’ I thinkthat thisis one of the strongestelementsbecauseyouare at the pointof experiencingatoughmarket and the onlywayyou can move forwardisto learnfromyour competitorsandthentryto go one further,exploringtrade fairs,supermarketsorevenboutiques.Mostlikelyyouwill have to differentiatefrom youropposingbusinesses,thiscancome intouse withthe SWOT analysisasyoucan use theirweaknessestobuildaroundthe place yourproductwill sellbest.  Price – howmuchcustomerswill payfora product.Aswell assettingyourproductin the poundregion,youalsoneedtoconsiderwhatvalue itwill have onthe customertoput the price tag on. Goingback to the competitors,inmarketresearchyouwill alreadyhave looked at existingproductsincludingtheirprice range,thisisthe time tocompare and contrastand to beatthemto the sale.Alsoconsideringdiscountscanmake a difference because the consumerwill compare forthemselvesandwill ultimatelygoforthe cheaperdeal basedon the modernproductbuyingdeals.  Promotion – the mainideaof promotionisgettingyourmessagestoyourtargetmarketand reachingyouraudience inthe bestwaypossible waythiscouldbe viaTV,radio,pressor the internet,dependingsolelyonwhatyouraudience usesthe most.One of the majordownfalls isalso choosingthe besttime topromote because of the differenttrends,seasonal opportunitiesand bigoccasions,choosingaquietperiodinthe marketcango two ways,it can stay quietoropenthat door foryou. The marketingmix helpsyoudefine the marketingelementsbypositioningyourmarketoffer especiallystartingonabusinessventure,workingwiththe SWOTchartalreadycreatedyou can fityour strengthsandopportunitiesaroundpromotionandworkingwithyourtarget audience. Selecta publication,product or audience and explainthe range of marketing materialsthat they use. Take A Break isone of the longestservingwomen’sweeklymagazinescomparedtoitscompetitors. The biggestmarketingmaterial thatwe are all familiarwithisprint,the magazine isconsumedevery Thursday,the magazine isupdatedwiththe same layoutandtheme of storiesbutare truthful andare not doctored.One of the mainreasonsprintworksfor thismagazine isbecause the intendedtarget marketcan sympathise withwhoeverhaswrittenthe storywithoutdirectly communicating,words can alsomanipulate the readerandturnthemagainstor for the victim/criminal althoughthe wording isnot necessarilyinaformal registerortoohard to read.The printpublicationalsoincludes photographsandcoverpictures,itletsthe readervisualisethe horroror tragedyandcreate an emotional levelwiththe audience thiscaneasilybe done withthe targetaudience mostlyexpected to havingyoungchildren.Youcouldsaythat the magazine isinteractingwiththe readeraswell as interviewingthe celebrity,the interactionbetweenthe celebrityandthe consumertendstobe mutual i.e.discussingweightlosstips,copingwithchildrenetc,the interactionthengoestoprove againthat the magazine hasmade sure that the targetaudience canrelate andcreate an emotional bondwiththe otherwomenputtingtheirstoryinthe publication –thisisgood marketingbecause once the audience hasbeencaptivated,theywill eventually becomeloyal andcreate areader relationship.More crossmediamarketingmaterialsoccurinbiggerorganisationswhereaudioand videobecome more widelyavailable.
Provide your own definitionofadvertising. Advertisingisthe communicatingside to marketing;itcanencourage and manipulate consumersinto buyingor doingsomething,mainlybuyingproducts. Advertisementsappearinall shapesandforms includingtelevision,webbannersandinpublications.Advertisinghasbecome adistinctwayof changingpeople’sopinionsbasedonwhattheyhearandsee,thisiswhere the manipulative side comesacross, if the advertcan convince youto change productstheyhave done theirjob.The most commonmanipulativeadvertisingatthe minute seemstobe supermarketsand theirbrandmatch – inthe runup to Christmas,ASDA hadbeenconstantlyputtingtheiradvertwhereverpossibleto convince consumersthattheywouldbe guaranteedacheaperweeklyshop.Itisalsocleverthe way advertisersplace theiradvertsinthe time of day,aside fromtelevision,audioadvertisementsalso have selectedchoices,andcar dealershipsare advertisingtheirnew carson morningbreakfastshows as consumersare commutingtowork.Advertisinghasthe mostpowerful influence onperceptions, whencommunicationiskeytheyneedtobe onthe same level astheirconsumers,speakingtheir dialectandmakingsure that the productis sustainedtobe interestingsothatthe consumerdoesn’t skipthe adverton the TV or walkby iton the streetif it ison billboardmaterial. What is the purpose ofsponsorship?Support your answer with detailedexamples. Sponsorshipsare away of gettingcompaniestopromote themselves, holdingeventscandothis,on the shirtsof football teamsorsponsoringaTV programme like Emmerdale orCoronationStreet.My firstexample isfootball sponsors,these typeof companiesrange fromairlinestobanks,some companiesare notjustthe shirtsponsorbutpart of the stadiumlike The Emirates(Arsenal–Fly Emiratesthe airline) orThe Ethiad(ManchesterCity,Ethiadairlines).Withthesetypesof sponsors, celebrityendorsementcanalsobe recognised.The sponsorsare usuallyplacedinthe middleof the shirtwhere itismost visible onTV andthe crowd,and hopefully mostrecognisable toconsumersand othercompetitors.The secondexample of sponsorshipcanbe seenbetweenprogrammesandbefore and aftertheirshowingatcurrent,comparethemarket.comsponsorthe hitCoronationStreetafter signinga3 year deal with£30 millionpounds,the moneysitehasbeenonlythe thirdmainsponsorof the show – between1996 -2007 itwas Cadbury,from2007-12 it wasHarvey’sand from2012-present it isCompare the Market by looking atthe connectionwithCadburyitwasthe chocolate company that withdrewthe £10M deal followingasalmonellacontaminationscare thatforcedthe recall of 1m chocolate bars,howeveritwasforcedto continue withthe popularsoapuntil ITV hadfounda suitable replacement.Mostsponsorshipsare alsoprettyexpensive,goingbackto football these are the top tenbiggestshirtssponsorshipsinthe world:  10 – TottenhamHotspur– AIA £16M peryear  9 - Liverpool Football Club –StandardChartered£20M per year  8 - ManchesterCity – Ethiad£20M peryear  7 – Paris St Germain – FlyEmirates£21M peryear  6 - Real Madrid – FlyEmirates£24M peryear  5- BayernMunich – Deutsche Telekom£25M peryear  4- Barcelona– Qatar Airways£27M per year  3- Arsenal – FlyEmirates£30M peryear  2- Chelsea–Yokohama Rubber£40m peryear  1 – ManchesterUnited – Chevrolet£53Mperyear As we can see fromthese statisticsthe mostpopularsponsorshipforfootballclubsare airlinesthusbringinginlotsof revenue. What is the purpose ofendorsements?Explaina range of differenttypesofendorsementsand use examples.
An endorsementishavingacelebrityora practitionerinaspecial fieldcommunicatingwiththe publicaboutspecial brandsora campaign,whichhopefully hasaninfluence onfansbymaking positive statementsorbywearingthe brandingof clothingforacertainperiodof time. Anexample of celebrityendorsementcomesfromahot tubbusinesscalledDanzSpaswhere arepresentative of Sophie Ellis-Bextorapproachedthem,the signerwassaidtobe lookingfora hot tubbut insteadwas wonderingif she couldbecome businesspartnersbypromotingthe company,itisnotsaidwhatthe singerwasgivenintermsof a ‘gooddeal’onthe upperhandthe businesssaw anannual turnoverof £1M and said“We knewthat havinglike thatassociatedwiththe name woulddogoodthings.We thoughtthat havingSophie wouldhelpwithsome of the credibilityissues.”The endorsement includeddiscussinghowgoodthe hottubshe had beengivenwasthroughsocial mediasite Twitter. There are alsoexpertendorsementsforaparticularsubject,throughresearchIfoundfive main strategiestousinganexpertforendorsement:  ClinicallyProven,thisstatementisconsidereda‘hotbutton’ claimbecause of the weight consumerstendtoput on it,by performingtestsonthe rightsubjectse.g.acertainaudience of malesorelderlypeople.  Before andafterphotographs,offeringvisual evidence of aproduct’seffectivenessisa populartactic; withexpertsthiscouldbe anecessarythingtodo,as theyhave beenthe ones to testthe products.  CustomerTestimonials,testimonialsshouldreflectatypical scenario forthe productsuse,for example awindowcompanyrecountedhow asetof the glass doorspreventedfloodwater fromenteringacustomer’shome,althoughthiswasatrue storythe companydid nothave enoughevidence toshowthateverycustomercouldexpectthe same performance.  Productdemonstrations,thereare fourpracticestofollow whenmarketingademonstration such as: backingupa testthat confirmsthe results,disclosingproductdoctoring, demonstrationsmustbe clearlylabelled,accuratelydepicthow acompetitor’sproduct performed.  Expectendorsements,marketersmustbe fully aware andpreparedtoprove thatthe expert isqualifiedtomake claimsaboutthe productandthe expertmustbe froma relevantfield. Whycould holdingan eventbe a good marketingstrategy? What are some ofthe opportunitiesand threats of holdingan event? Eventscan be a goodway of promotingyourself orabusinesswithlotsof positivepublicitylocalised or in a widercommunity,itcanhappeninmanyvarietiesdependingonhow bigorsmall your companyis.Some of the opportunitiesthatcome fromholdinganeventcaninclude takingholdof a differentmarketthe consumersof thismarketcouldbe the oldergeneration,thusif the eventwasin correlationtocyclingheldata local park,there are lotsof differentmarketsthatcaneasilybe attractedto souvenirsortests and convincingmaterialsfrompeopleholdingthe event. One of the biggestthreatsof holdinganeventisnotgettingthe full supportfromthe marketor evenyour consumers,thiscanbe a huge letdownbuton the other hand,anyone holdaneventshouldbe preparedfora big or small turnout.Anotherthreatisthata close competitortakesholdof the same marketat the same time aroundthe event,there islesschance of bringingthe full marketbackas there isa smallerturnaroundtime butif youreventisadvertisedwell andthe marketare loyal it shouldbe successful.The eventholdersalsoneedtopicka daywhere there are no othersimilar events,thisisconsideredathreatbecause if there isa biggerbrandholdingasimilareventthe marketor newconsumerscouldtravel betweenthe two,the threatin-betweenthisisthatthere couldbe lotsof people forafewhoursand none or verylittle inthe followinghourswhereasyou wanteveryone,especiallythe markettostayall day. By counteractingthe threats,another opportunitythatcan be takenfroman eventischallengingothercompetitorsandsucceeding,inthe case of an event,the mainaimof thisis to take consumersawayfromyour competitorandif thisis successful then youcanleadon to challengingbiggercompetitorsandthengainingmore marketfeed and audience.
What is merchandising?Use detailedexamplestohelpexplain. Merchandisingisretail brandswiththe company’slogoorimage printedontothem. Merchandising can be small orlarge and can be completelydependentonthe market,towhatproductsthe company bringsout.This can include arange of productssuch as; t-shirts,tote bags,phone cases,watches, perfume,jewellery,plushtoys,jumpers,posters,actionfigures andfootball shirts,toname a few.All itemsof merchandise anbe personallytailoredtoa specifictargetaudience,take football shirtsfor example,thisisclassedasmerchandise becauseitishasthe team logoonit, thisistherefore someone’sfavourite footballteamandbecause ithastheirteambadge on itpeople will buyit.In specifictermsif ateenagerseesapiece of branding,like the posterwiththeirfavouritebandonit theyare more likelytobuyitbecause ithas the image of theirfavourite bandonitand theycan use it for a longtime.Merchandisingisalsolikelytobe aboutsellingthe small thingsormake outlike itis personal fromthe sportsstar, singerorband,an example of thisisreleasingthe perfume JLSreleased a perfume acrossthe UK, thiswas a personal piece of merchandise becausetheyhad‘signed’the packagingof the perfume,becauseof the peopletheywere andhow successfultheywere withthe target audience thispieceof merchandisetookoff. PublicRelations: What is the purpose ofa pressrelease?Whatsort of thingsshould a good press release contain? The purpose of a pressrelease istoannounce somethingimportantaboutacelebrityor product.The thingsthatshouldbe includedina pressrelease are:  A headline thatgrabsattentionincludingthe 5 W’s:where,who,when,whatandwhy  A note to editors,aboutphotographsorgivenpermissiontointerview  Contact details,editorsknowwhentocontactyouafterhours.  Includingananalyst quote inthe release helpsraise itslevel of beingnewsworthyandbeing coveredbythe press,itis alsohelpful touse quotesasithelpsencourage the presstowrite an interestingarticle. An example of apressrelease isfootball clubsannouncingthataplayerof theirshas signeda newdeal,afterthisannouncementthe pressare writingarticleswithbackgrounddetails aboutthe playerandthe clubthere are alsointerviewsconductedtogetmore personal reactionsfromthe player.Withinthe pressreleasethere are alsolotsof quotesusuallyfrom the player,the managerand the directorof the football club,whenanew playerjoinsthe clubthere can alsobe quotesfromthe owner,thisthenbecomesaninterestingpressarticle because itisrare the ownerof the clubis mentionedastheydoa lotof backgroundwork.A pressrelease shoulddefinitelycatchthe reader’s attention,because the pressrelease is specifictoone personor objectitcan be difficulttokeeppeople interested,infootball terms,bylettingthe presswrite tothe general publicratherthanthe specificaudienceit helpskeepsreadersinterestedonbothsides. What is the purpose ofan electronicmediapack? What sort of things shoulda good electronic mediapack contain?
An electronicmediapackisa packof informationthatcanbe sentandreviewedtoanybodyrelevant, thiscouldinclude testimonialsandaudienceprofiling. Anelectronicpresskitusuallytakesthe form of a website orthroughemail,theycanalsobe in physical copiessuchasCD andDVD. The distributionformatscanbe via:CD,DVD, videoor audiocassette,the internet(email,www, newsgroups,forums),USBflashdrive orthroughPDF’son websites. The contentof the EMP depends on the industryandon the audience,forexample anEMP inthe musicindustrywouldinclude:  Biographyof the band or singer  Music clips  Pressphotosinhighresolution  Tour dates  Promotional videos  Website links  Pressreviewsandinterviews  Contact information  Highresolutionof imagese.g.,logoandproducts Most of these thingsonthe listwill be givenouttofansand targetaudience asthe CD’s and DVD’sare physical copies,the CDandDVD will alsostore some of the informationthatis relevanttothe fanbase andothermembersof the public. What is the purpose ofa PR briefing?Whyshouldyou create one?Explain some of the areas a brief shouldcover. The purposesof briefingare tosetout the requirementsof acampaign,includingthe mainaim, the audience,the budgetandwhatthe effectandimpactare goingto be. Some of the otherareas thata PR brief shouldcoverare the company’sapproachto advertisingsuchaswhatthe message isand the outline of eventsyouorthe companywill be attending.Timescalesisalsoanotheruseful thingto include inthe brief,thisshowsthe amountof time yousetyourself andthe companytoraise awarenessof the campaignandor reach that specificgoal withinthe campaign.The mainaimisthe biggestthingtoinclude because itsetsthe outlookforthe whole campaignanditisthe biggestthing to achieve,bymakingandsettingouta goodapproach the campaign,can have a strong directionand can fitin withthe widermarketingmix includingothercompetitors. What is the purpose ofa pressconference?Whymight you holdone? Use specificexamplestohelp you with your response. The purpose of a pressconference istotalkto media,coveringnewsevents,incidents,statements and questions. Some people mayholdapressconference toannounce somethingimportantorto give outinformationtothe presssector.A specificexampleof apressconference isatprofessional sportsclubspressconferencesare thenusedtohighlightanytransfernews,injuriesorsackings,the presscan thenraise any questionstothe personinquestionandthe managerinthiscase can answer these questionsbygivingstatements. Insome casesof afootball pressconferencethere canbe a managerand a playerreadyto talkto the press,thisusuallyhappensforinternationalgames,asthey are somethingveryimportantwithinourcountry.The pressconferenceisalwayspre arrangedand happenstoattract mediaandfansglobally,especiallyif itis accessible onthe internetorthroughany social media. Whycould hand-outs be useful whenmanaging a PR event? Handoutsare like physical copiesof apressconference aspeople cantake themawayand re read them. Handouts are also packedfull of positiveinformationaboutaperson,companyorcharity. Usuallyhandoutsare fairlysmall butinclude alotof informationthiscouldbe advisingondirections or about whatto expectfromthe actual event.Handoutscouldbe useful because theytell people the informationwhichmaynotbe accessible tothemanywhere else,itisalsosometimesuseful tohave thingswrittendownforpeople astheyare mostlikelytorememberthe information. What are some of the advantages of holdingan interviewinsteadof a press conference?
The advantagesof holdinganinterview ratherthanapressconference are thatit ismore personal and the intervieweecanreallyexpresstheirfeelingsthroughbodylanguage andvoice. The interview can alsobe setas one and one or witha camera crew,the advantage of thisisthat the personyouare interviewingmaybe more willingtospeakandopenup to youespeciallyif you(the interviewer) has interviewedthemmanytimesbefore.Inthe pressconference there are lotsof differentquestions fromverydifferentjournalists,the advantage of havinganinterview overthisisthatthe interview normallyregardsjustone issue,andbothsubjectscanthentalkabout whattheywant.Interviewsare particularlyuseful forsportsstars astheycan getpersonal ratherthanfactual,for celebritiesin general peoplewanttoknowaboutthe thingsthatgo on off the screenandthis isthe advantage of an interview because itcanbe setup intheirownhome,the interview mayalsoincludeaphoto shootwhichcouldhelpasthe personyouare interviewinggetscomfortable. Whydo people setup filmand picture opportunities?Use examplestohelp our response. Filmandphotoopportunitiesare gooduse forpromotingabrand as well asgettingpublicity positivelyratherthannegatively. Asitisprettyself explanatoryinthe name,filmandphoto opportunitiesare visual,if we tookaredcarpet eventforexample itshowsalotof celebritiesall lookingtheirbest,ontheirownorwiththeirpartners,thisisthenpositive publicity.Onthe other handof thissome of the filmopportunitiescanbe emotionallyappealing,some advertisementsmake us cry because we getattachedto the story behinditaswell as the characters- an example of thisis the JohnLewisadvertbroughtout at Christmas,itshowedachildwitha penguinasa friendandfor Christmasthe penguinwasunitedwithafemale companion,the message behindthe advertwasto showlove andcompassionatthat particulartime of year,whichworkedbecause itwasa combinationof anemotional time mixedwiththe love betweenanimalsandchildren.Other opportunitieslikethese canbe profitableespeciallyfromthe publicwhere there are investmentsto be made such as savingthe environment ornearly extinctanimals,withthe public’smoneytherecan be more done tohelpthe conservationof the place we live in,thisiswhyadvertisementslike WWF are so emotionallyappealingastheyshow the animalsnatural habitatandhow wonderful the animalslookinit,people whoare attachedtoanimalsor anyone of the general publicmayfeel sympathy whichisthe achievementof manyadvertiserstryingtogetemotionoutof people or investments. Whyare contacts and networkingimportant in marketingand PR? What kindsof contacts couldbe useful?Provide detailsofa PR contact from at leastone organisation. Networkisgoodfor creatingeventsandgainingnew contactswithclients,itcreatesprofessional businessrelationshipsanda beneficial communicationforbusinessesandcompaniesoveralong periodof time.Forsmall businessesandfreelancersthisisanimportantthingto build, asthenthere are more influential andprofessional peopletoofferpracticalitiessuchasservicesandofferingadvice on howto promote andadvertise. One PRcontactthat I have foundisP&G, it sponsorsall typesof branding, fromcorporate contacts to healthandgroomingpresscontacts,forexample the PRcontact for Olayskincare is Catherine McMahonshe also worksfora numberof skincare brands,manyof whichare the mostpopular– thiswouldbe animportantcontact to have as she has a lotof experience inone bigsector,italsomeansthatthere are lotsof othercontacts aroundthat specific fieldthatcouldbe useful ingettingpairedwithasmore connectionsweldtogetherovertime.