Chapter Reference
Chapter 8: Marketing Communications Principles

Overview
In this activity, you will learn more about the way the fashion house, Burberry, uses marketing communications and how they engage in peer-to-peer communications.

Activity
Marketing communications can be used to differentiate brands and organizations, to reinforce brand memories and expectations, to inform (i.e. to make aware or educate audiences), and finally to persuade audiences to undertake particular actions or to behave in certain ways.

Burberry used Instagram and TV advertising for its 2014 collections and linked up with Apple iPhone 5s. Assess the success of these marketing communications.

Consider:

• How appropriate are the communications used, given the targeted audience? (Hint: you will need to consider what audience they are trying to target).
• Consider their use of user-generated content e.g. YouTube, Twitter, Flickr and the type of audience following Burberry on these platforms.
• How are different platforms used to fulfil their marketing objectives?

Websites:
http://www.campaignlive.co.uk/news/1210078/
http://www.apple.com/uk/pr/library/2013/09/12Burberry-Uses-iPhone-5s-to-Capture-Spring-Summer-2014-Runway-Show.html