Please have last weeks homework on your desk ready
to be collected
This weeks homework is task 2 – Due 22/10/12
Make sure you write it in your organiser
Marketing mix: Promotion
GCSE Business studies
Unit 2 – Section 7: Marketing
Learning objectives
£ I can explain the meaning of promotional activity
££ I have analysed the different methods of promoting a product
£££ I am able to evaluate the most suitable method of promotion for a given product
In this section we look at promotional activities in more detail and consider
their importance to a growing business.
You need to know both of these by the end of this
section.
1. How promotional activities enable growth
2. How to select the right promotional mix
What is promotion???
Promotion recap
Promotion is about communicating about the business and its products. A business may communicate in order to:
• Inform customers about the business
• Try to persuade customers to buy a product
• Remind customers of the advantages of the product
Activity 1
Activity 1
• Personal selling
• Advertising
• Public relations
• Sales promotions
Read the description in this half of the box, then jot it down using the correct term from the left hand box as the subheading…
Activity 1
• Personal selling
• Advertising
• Public relations
• Sales promotions
These appear on TV, in magazines, newspapers and posters. This form of communication has to be paid for
Activity 1
• Personal selling
• Advertising
• Public relations
• Sales promotions
These include discounts, BOGOFs, competitions and coupons
Activity 1
• Personal selling
• Advertising
• Public relations
• Sales promotions
These are actions used by the business to arrange free media coverage of its products. The only problem being you cant control what is said about your business.
Last summer Thorpe park issued a bogus
press release that people with bad BO would be thrown off rides. The
whole thing was just a publicity stunt!
Activity 1
• Personal selling
• Advertising
• Public relations
• Sales promotions
Many businesses will have a sales force to help promote their products. Members of the sales team may visit stores to get them to stock their products, and highlight the benefits of the product
Red bull energy drink is sold all over the world. Over 4 billion cans are
bought each year. Rather than spending millions of
pounds on traditional advertising, like posters and TV, Red bull uses a
range of different promotional activities
For example it sponsors extreme sport events such
as snowboarding, cliff diving and surfing. They also give cars featuring large red bull cans to
students to drive round universities an get others
interested.
Factors influencing the promotional activities of a
growing business
Costs
Some forms of promotion are much more expensive than other. For example advertising on TV is much more expensive than advertising on local radio
Costs
The amount of money a business has can affect the different forms of promotion it can afford.
In general a growing business will have more
resources than a small of start-up business, which
means it has more options when it comes to
promotion.
Who is your target audience and how do you reach them?
Crazed N Dazed
Mix & match
A company selling bespoke badges to people all over the
world
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
Mix & match
A new magazine aimed at soap watchers
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
Mix & match
A second hand car dealer based in
Brentwood who is offering 0% finance on all cars bought
this weekend
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
Mix & match
A small shop just set up in Shenfield wanting
to promote its opening
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
You must remember the two key elements when deciding
how to promote…
Target audience
Reach
Method of communication
If you want to communicate with words, sounds and pictures then TV is a good form of communication. If you only need words and images then a poster campaign can work.
Every form of communication has its disadvantages and
disadvantages. For example a printed advert can be read
several times, whereas a radio advert can only be
heard once. Keep in in that a number of forms of
communication may be best!
Method of communication
When selecting promotional activities to undertake, a business needs to think about:
• The coverage of the promotion – how many people will see it?
• The quality of the promotion – how effective is it likely to be?
• The cost• The different media options (e.g. film, print or
sound)
The right mix of promotional activates depends on a number of factors and you will need to
think about the precise situation. Is it trying to reach high income earners? Young
people? How much money does it have to spend?
9 Mark question
Which method of promotion do you think is most suitable to launch the new
Factors influencing the promotional activities of a
growing business
Costs
Some forms of promotion are much more expensive than other. For example advertising on TV is much more expensive than advertising on local radio
Costs
The amount of money a business has can affect the different forms of promotion it can afford.
In general a growing business will have more
resources than a small of start-up business, which
means it has more options when it comes to
promotion.
Who is your target audience and how do you reach them?
Crazed N Dazed
Mix & match
A company selling bespoke badges to people all over the
world
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
Mix & match
A new magazine aimed at soap watchers
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
Mix & match
A second hand car dealer based in
Brentwood who is offering 0% finance on all cars bought
this weekend
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
Mix & match
A small shop just set up in Shenfield wanting
to promote its opening
Local newspaper
National newspaper
Local radio
National radio
TV
Internet
Blimp
You must remember the two key elements when deciding
how to promote…
Target audience
Reach
Method of communication
If you want to communicate with words, sounds and pictures then TV is a good form of communication. If you only need words and images then a poster campaign can work.
Every form of communication has its disadvantages and
disadvantages. For example a printed advert can be read
several times, whereas a radio advert can only be
heard once. Keep in in that a number of forms of
communication may be best!
Method of communication
When selecting promotional activities to undertake, a business needs to think about:
• The coverage of the promotion – how many people will see it?
• The quality of the promotion – how effective is it likely to be?
• The cost• The different media options (e.g. film, print or
sound)
The right mix of promotional activates depends on a number of factors and you will need to
think about the precise situation. Is it trying to reach high income earners? Young
people? How much money does it have to spend?
9 Mark question
Which method of promotion do you think is most suitable for launching FaBs new energy drink,
Justify your answer.
Mr Goodacre’s tip: remember to define the topic and structure your
answer.
Crazed N Dazed