Promotional methods

The promotion of products/services is an expense, and organisations are conscious of the need to justify expenses that are incurred. This week we have considered a number of integrated marketing communications methods that can be applied in a cost-effective manner.

you will evaluate and analyse the appropriateness of social media, guerrilla marketing and one-to-one marketing as methods of meeting the needs of customers and companies effectively.

• Evaluate social media, guerrilla marketing and the one-to-one marketing elements of the integrated marketing communications mix
• Consider how organisations can employ these methods to reach their target audience

In an approximately 500-word response, address the following issues:

• Compare the benefits of social media, guerrilla marketing and one-to-one marketing.
• Explain how these three methods may be combined into one integrated marketing communications campaign.
• Support your analysis with examples from your own knowledge, experience or research.

When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read, or one in which you have worked.