Coursework and Case Study

Advertising is the sending of messages to customers via media channels about a company’s products and services.

Direct marketing is one-channel direct marketing.

Digital marketing: Use the internet to connect with customers through email and social media.

Targeted Marketing is the sending of targeted messages to customers who sign up to newsletters or visit the website.

Selling to people: Salespeople are able to meet customers face-to-face and convince them.

Promotions are a great way to motivate customers to make purchases.

Public relations: It incorporates designing programs that enhance the firm’s or products’ image.

Events sponsorship allows companies to market their products and services by sponsoring social events such as sports, entertainment or other forms of entertainment.


Online communities and forums: Forums provide insight into customer behavior, and help businesses understand customers preferences. They also increase customer loyalty, foster the entity’s reputation and facilitate crowdsourcing. This includes high-level image damage, resource requirements and technology expertise.

Bloggers: Blogging enhance search engine optimization (SEO), thus increase the company’s or brand’s visibility online. Blogging facilitates interaction between customer and company by encouraging sharing and creating brand associations. Bloggers need patience as they produce high quality content on an ongoing basis. There is a high possibility of content compromise due to errors, hence undermining the brand’s reputation and message believability. Blogs are often less effective than other marketing strategies.

Due to high Internet traffic, social media can help increase brand awareness by connecting with customers through platforms such as Instagram, Facebook, and Twitter. The benefits of social marketing include increased SEO, two-way communication and the facilitation of multi-directional communications. The benefits of social networks include increased customer satisfaction, personalized interaction and cost savings. Many people do not consider social media suitable for marketing. Negative feedback can cause security breaches and uncontrolled communications. They are also looking for consistency.


Reach: The element refers to the number of different people exposed to media at a given time (Kotler & Keller, 2015). A number of people who are interested in news.

Frequency: It is the number of times a person is exposed to a brand message at a specified time (Kotler & Keller, 2015). For example, this is how often someone sees an advertisement in a single hour.

Impact: It is the degree of influence a message has per medium (Kotler & Keller, 2015). This is how each platform can influence behavioral change.


How to design the mission, understanding your financial status, how to graft and depict the message, which media to utilize, and how to evaluate the campaign’s impact.


Context refers to design and layout.

Content is the combination of text and images.

It refers to both the quantity and quality of user-user communication.

Customization: It is the website’s ability to offer customized interaction for users.

Communications refer to the communication of all parties via the internet site.

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