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Portfolio: Contemporary Marketing in Practice

Portfolio: Contemporary Marketing in Practice

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An essay for the 2011 Undergraduate Awards Competition by Rachel Doherty. Originally submitted for Marketing Management at University of Ulster, with lecturer Marian Norwood in the category of Business & Economics
An essay for the 2011 Undergraduate Awards Competition by Rachel Doherty. Originally submitted for Marketing Management at University of Ulster, with lecturer Marian Norwood in the category of Business & Economics

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Published by: Undergraduate Awards on Aug 29, 2012
Copyright:Attribution Non-commercial

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10/27/2013

 
Portfolio:ContemporaryMarketing inPractice
 
Table of Contents
Introduction..............................................................................................................................1Ikea & BrandPositioning..........................................................................................................2Nestle Milkybar & MarketDevelopment.................................................................................5Play.com & EmailMarketing...................................................................................................8 Tipp-Ex & ViralMarketing......................................................................................................12Volkswagen & ViralMarketing…………………………………………………………………...............…........16Mc Vities & PromotionalMarketing…………………………………………………………….........…......…..19Optama & Viral Marketing................…………………………………....…...22Conclusion…………………………………………………………………………………………....………….………..….…26ReferenceList………………………………………………………………………………………………………….…..…..27
 
Introduction
 This portfolio reviews different examples of marketing messages thathave been subjected to in recent months, producing a folder of insightinto contemporary marketing in practice in the year 2010. Subjected toone or more of the marketing channels /messages of the companiesincluded, a further investigation was then conducted on the companies’larger marketing campaigns behind the message subjected to. Throughout the portfolio the particular channels subjected to is indicatedwith other visuals and text included on the larger campaigns.Commentary is provided on each example; offering insight into the targetaudience, the message, the objectives and areas the company hasimplemented well and other areas in which improvements could be made. The portfolio looks at some different companies from small to large andlocal to global; despite differences in budgets and the amount of activity,it can clearly be seen that behind all marketing there is a target audience,a message to be communicated and results that hope to be achieved.

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