Download Type content here… (Font: Arial, Size: 12)

Baines et al.: Fundamentals Marketing
Chapter 9: Managing Marketing Communications
Worksheet 9.1
Chapter Reference
Chapter 9: Managing Marketing Communications
Overview
This worksheet will help you to apply the five main types of marketing communication tools: advertising,
sales promotion, public relations, direct marketing, and personal selling. It will also help you to apply the
six types of media: broadcasting, print media, outdoor, digital media, in-store and other types of media.
Learning Outcomes
After completing this worksheet you should be able to:
 identify which of the five main marketing communications tools are most appropriate in a
particular situation;
 identify which media is most appropriate in a particular situation;
 integrate marketing communications tools with the media.
Worksheet
Many people drink orange juice, whether it is at breakfast with toast and coffee, at lunchtime as a thirst
quencher in hot weather or out on the town as a mixer. You can see from this that orange juice is used in
several rather different situations; so which marketing communication tools and media can be used by an
orange juice manufacturer to get their message out to consumers?
Which of the following five marketing communications tools is most appropriate for communicating your
message, and which is least appropriate?
Most appropriate marketing communication tool:
Least appropriate marketing communication tool
© Oxford University Press, 2017. All rights reserved.
Baines et al.: Fundamentals Marketing
Chapter 9: Managing Marketing Communications
Now think about the different types of media that you can use to communicate your message. Which is the
most appropriate media to communicate your message, and which is least appropriate?
Most appropriate media:
Least appropriate media:
How would you integrate the most appropriate marketing communication tool and the most appropriate
media to propose a marketing strategy for an orange juice manufacturer?
© Oxford University Press, 2017. All rights reserved.