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
Last summer Thorpe
park issued a bogus
press release that people
with bad BO would be
thrown selling
off rides. The
• Personal
whole thing was just a
publicity stunt!
• 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.
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
In general a growing
business will have more
The amount
of money
resources
than a small
of
start-up
business,
which
a business
has
can
means
it hasthe
more
options
affect
different
when
comes
to
formsitof
promotion
it
promotion.
can afford.
Crazed N Dazed
Who is your target audience
and how do you reach them?
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
In general a growing
business will have more
The amount
of money
resources
than a small
of
start-up
business,
which
a business
has
can
means
it hasthe
more
options
affect
different
when
comes
to
formsitof
promotion
it
promotion.
can afford.
Crazed N Dazed
Who is your target audience
and how do you reach them?
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,
Crazed N Dazed
Justify your answer.
Mr Goodacre’s tip:
remember to define the
topic and structure your
answer.