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1. ‘The PR transfer process as advocated by Jefkins is a simple but effective guideline for use by the PR practitioner when critically assessing PR problems.' Discuss and illustrate.
2. Explain the concept of a ‘public'. Choose an internal and external public and illustrate using actual examples how each could be reached directly and indirectly.
Explain where sponsorship fits in the marketing communications scheme of things. Provide in your answer at least two examples of the interface between sponsorship and other
The planning stage of a DSM involves consideration of ‘where do we want to go?' having already established targets. Discuss the importance of establishing targets early on i
Discuss the changing, dynamic role of sales promotion within the integrated communications mix and qualify this with the use of an example, industrial, trade or consumer, of
Added value is key to understanding how sales promotions should work. Illustrate the role of creativity in providing added value with examples from industrial and consumer p
Explain the difference between direct and database marketing using examples to illustrate.- Outline the factors have driven the resurgence of direct marketing in recent years
Discuss the different creative approaches to direct marketing or sales promotions available.- Discuss the importance of involvement with particular reference to creative appr
The planning stage of a DSM involves consideration of ‘where do we want to go?' and targets. Discuss the importance of establishing targets early on in campaign planning and
Explain the characteristics that distinguish advertising from other elements of the marketing communications mix. In particular highlight the differences between advertising
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