Question 1.

You have a solid grounding in marketing communications theory and practice, but you feel that some of your Oliveira team aren't sure what you mean when you talk about "marketing communications". You decide to provide your team with a briefing to make sure that everyone understands.

a) Present your definition of marketing communications and explain in detail two of the main concepts within that definition (you may choose any two). Use examples (either from Oliveira or from other companies, products or services) to explain your definition and two chosen concepts. (5 marks)

b) In looking through the past and current marketing strategy documents for Oliveira you realise that there doesn't seem to be a clear idea of the target audience. This is a serious omission. Identify and define the target audience for Oliveira for either Padrao Estilizado (styled or changed pattern) or Estilo Sustentavel (sustainable style). (5 marks)

c) Explain the value of segmenting customers. Explain the key bases for segmentation you could consider when identifying the optimal target audience for a new launch campaign for either Padrao Estilizado or Estilo Sustentavel, and why? (8 marks)