Unit 10 Promotional Activities - Business Studies & Enterprise
A2 Applied Buisness
Student Name:
Unit 10: Promotional activities
Hand in to Sixth Form for 1st marking: Friday 19th December 2014
Hand in to Sixth Form: Second and final marking 13th February 2015
Unit 10 Promotional Activities
Overview
For this piece of course work you need to carry out a promotional campaign for a business of your choosing. It is important to make sure the organisation is REAL, small and local to you. It is critical that you are able to obtain data and information directly from this business. Examples could be small restaurants or small specialist shops.
Make sure you use realistic and detailed examples throughout your work
Mark Scheme
What the exam board will the looking for (to achieve a high grade):
• A thorough explanation of the main objectives of the promotion campaign, the range of promotional activities available to the business and the characteristics of the targeted customers. Realistic and detailed examples are used in context to illustrate these (AO1 – MB4)
• A plan of a promotion campaign which contains a comprehensive promotional mix, promotional activities, their timings and costs. An in-depth explanation of how these could achieve the campaigns objectives (AO2 – MB4)
• Selects relevant and up-to-date data from a wide range of sources. Uses appropriate numerical and/or non-numerical techniques on selected data to analyse: customer attitudes, the AIDA model, available business resources. Uses the results of the analysis to develop an integrated campaign plan, showing a detailed consideration of how the campaign plan meets its aims and objectives (AO3 – MB4)
• A comprehensive evaluation of the suitability of the promotional mix, based on a detailed assessment of: the ability of the campaign to meet its objectives, customer attitudes, the cost of the promotional activities compared with available resources. Ideas are communicated in a coherent structure with consistent and appropriate use of technical terms. There are few errors in accepted conventions of written communication (AO4 – MB4)
AO1
For this section you will need to consider the following:
• Main objectives of the promotional campaign
• Range of promotional activities available to the business
• Characteristics of the targeted customers
You should have developed an understanding of the different types of objectives promotional campaigns are designed to achieve.
• Business background: this should give clear and explicit details of the business activities-what it produces, sells, its location and a brief reference to its history.
• Explain the background of the promotional campaign, the reason why it is needed. You must clearly state the business and the marketing objectives that have brought about the need for the campaign. (For example your business might be a sole trader ‘builder’ and is struggling to get new customers).
• Discus how the general business and marketing strategies determine the objectives of promotional activities so that they reinforce overall business and marketing aims. Explain how promotional activities can relate to the whole business, product ranges or single products.
• Explain how promotional activities must have clearly defined objectives, such as:
• improving customer awareness and knowledge of a product
• improving the image of the business
• generating or increasing sales
• improving customer loyalty to a product or business
• altering customer perceptions of a product
• Explain the main objectives of your campaign, these will need to be SMART
• Explain the range of promotional activities available to businesses and discuss how they use these to communicate the benefits of their products to their targeted customers:
• sales promotion
• merchandising
• personal selling
• exhibitions
• advertising
• Public relations.
(Include details of: print, e.g. direct mail, brochures and magazines, ICT, eg television, email and websites displays, eg window displays, demonstrations and store layout.)
• Discuss how businesses research the cost of promotional activities, such as media, design and staff costs. Explain how these costs will be affected by the resources and expertise available within the business. You need to consider these factors alongside whether the business does things in-house or uses outside agencies. Discuss how promotional activities are constrained by the budget allocated to this aspect of a marketing strategy.
• Discuss the importance of planning promotion campaigns, setting out the method, timing and cost of a set of promotional activities designed to achieve particular objectives. You should also state the size of the budget provided for your campaign.
• Discus how customer attitudes can determine the choice of promotional activities.
• Discuss the use of the AIDA model to understand the steps that need to be taken when altering customer attitudes. Discuss how the choice of promotional activities within a promotional mix is partly determined by the AIDA model, eg the use of advertising for attention and interest; the use of merchandising to convert interest in a product into desire and action.
• Attention – raising product awareness and knowledge
• Interest – establishing a willingness to investigate the purchase of products
• Desire – creating an intention to purchase a product
• Action – turning an intention to purchase into a confirmed sale.
AO2
For this section you will need to plan your promotional campaign including:
• A comprehensive promotional mix
• Suitable and realistic promotional activities
• Timings and costs
• How the 3 things above could achieve the campaign objectives
• Discuss how businesses combine promotional activities into a consistent promotional mix to achieve the objectives of promotion campaigns, taking into account allocated budgets, time spans and customer attitudes. Also consider how a promotional mix is designed to alter customer attitudes.
• Discuss how assessing the relative costs of promotional activities affect the final choice of the promotional mix.
• Discuss how the choice of promotional mix for a promotion campaign depends on the following factors:
• Business and marketing aims and objectives
• The objectives of the promotion campaign customer attitudes
• The budget allocated to the promotion campaign.
THE PITCH
You should produce a presentation with the following suggested structure:
• Review of the campaign objectives, this should quickly restate the purpose of the promotional campaign and the associated SMART objectives.
• Outline of the promotion campaign, this should be an initial pitch, and get across the structure and timing of the campaigns promotional mix. Include handouts of the promotion campaign’s Gantt chart illustrating the sequencing and timings of elements of the promotional mix.
• Detail each element of the campaign’s promotional mix. Consider each promotional activity in turn, using the order indicated on the promotional Gantt chart. You must have handouts for this section, with one handout for each promotional activity used by your campaign. They should include detailed explanations of how each promotional activity will help to achieve the objectives of your marketing strategy as well as the cost.
• How the elements of the promotional mix support each other. You should be referring to the Gantt chart as you explain your choice of sequencing, setting out why you’ve chosen the particular timing and sequencing of promotional activities.
• Illustrate the integrated nature of your promotional mix. That is, how your promotional activities will collectively win over the target customers and achieve the campaigns SMART objectives while staying within the allocated budget.
AO4
A comprehensive evaluation of the suitability of the promotional mix, based on a detailed assessment of:
• The ability of the campaign to meet its objectives
• Customer attitudes
• The cost of the promotional activities compared with available resources
Evaluate the suitability of your campaign’s promotional mix considering the following:
• The ability of the campaign to achieve its objectives.
• You carried out research and analysed data in order to recommend your campaigns promotional mix which should have been designed to achieve the SMART objectives you outlined in task one. In this section of your evaluation you should discuss whether your promotional mix is capable of achieving your campaigns SMART objectives. Do this by considering each SMART objective in turn, and identifying the strengths and weaknesses of your promotional mix in relation to SMART objectives
• Take into account your findings from the attitudes of the campaigns target customers. To what extent would your promotional mix sufficiently modify the behaviour of customers so as to achieve the SMART objectives?
• The use of the business’s resources. Review the extent to which you have made good use of your allocated budget given the promotional capabilities of the business and the attitudes of the target customers.
(You might like to produce a ranking table placing your campaign’s promotional activities in order of how effectively you think they use the business’s resources and communicate with the target customers.)
• Fully justify your ranking decisions and finish this section by highlighting the potential problems with your choice of promotional activities.
• Conclusion and recommendations. Review your responses to the above sections, identifying any aspects of your promotional mix you might think be at risk of failing to achieve an objective and/or makes poor use of available resources. Make any necessary adjustments to your promotional mix.
|You need to produce a plan of a promotion campaign, working within an allocated budget, for a new or existing business, which: |
|A Explains the main objectives of the promotion campaign, the range of promotional activities available to the business and the characteristics of the targeted customers. (AO1) |
|B Explains how the campaign’s promotional mix and timings and costs of promotional activities are designed to achieve the campaign’s objectives. (AO2) |
|C Analyses the following research to develop the campaign plan: customer attitudes; the AIDA model; available business resources. (AO3) |
|D Evaluates the suitability of the campaign’s promotional mix, based on an assessment of: the ability of the campaign to achieve its objectives; customer attitudes; the cost of the promotional activities |
|compared with available resources. (AO4) |
| |MB1 |MB2 |MB3 |MB4 |
|(AO1) |A description of the main objectives of the |A partial explanation of the main objectives |An explanation of the main objectives of the |A thorough explanation of the main objectives of|
| |promotion campaign, the range of promotional |of the promotion campaign, the range of |promotion |the promotion campaign, the range of promotional|
| |activities available to the business and the |promotional activities available to the |campaign, the range of promotional activities |activities available to the business and the |
| |characteristics of the targeted customers. Outlines |business and the characteristics of the |available to |characteristics of the targeted customers. |
| |examples to illustrate some of these. |targeted customers. Examples are used in |the business and the characteristics of the |Realistic and detailed examples are used in |
| |(1 - 4 marks) |context to illustrate some of these. |targeted customers. Realistic examples are used |context to illustrate these. |
| | |(5 - 8 marks) |in context to illustrate these. |(13 - 16 marks) |
| | | |(9 - 12 marks) | |
|(AO2) |A plan of a promotional campaign which includes the |A plan of a promotion campaign which contains|A plan of a promotion campaign which contains a |A plan of a promotion campaign which contains a |
| |campaign’s promotional activities and aspects of |the campaign’s promotional activities and |developed promotional mix, promotional |comprehensive promotional mix, promotional |
| |their timings and costs. A description of how these |aspects of their timings and costs. A basic |activities, their timings and costs. |activities, their timings and costs. |
| |support the campaign’s objectives. |explanation of how these contribute to |An explanation of how these could achieve the |An in-depth explanation of how these could |
| |(1 - 5 marks) |achieving the campaign’s objectives. |campaign’s objectives. |achieve the campaign’s objectives. |
| | |(6 - 10 marks) |(11 - 16 marks) |(17 - 22 marks) |
| | | | | |
| | | | | |
|(AO3) |Collects some up-to-date data from a limited range |Selects some up-to-date data from a limited |Selects relevant and up-to-date data from a |Selects relevant and up-to-date data from a wide|
| |of sources. Uses numerical and/or non-numerical |range of |range of |range of sources. Uses appropriate numerical |
| |techniques on the collected data to provide a |sources. Uses numerical and/or non-numerical |sources. Uses appropriate numerical and/or |and/or non-numerical techniques on selected data|
| |partial analysis of: |techniques on selected data to provide a |non-numerical techniques on selected data to |to analyse: |
| |• customer attitudes |partial analysis of: |provide a partial analysis of: |• customer attitudes |
| |• the AIDA model |• customer attitudes |• customer attitudes |• the AIDA model |
| |• Available business resources. Uses the results of |• the AIDA model |• the AIDA model |• available business resources. Uses the results|
| |the analysis to identify some elements of the |• available business resources. Uses the |• available business resources. |of the analysis to develop an integrated |
| |campaign plan. |results of the analysis to outline the |Uses the results of the analysis to develop the |campaign plan, showing a detailed consideration |
| |(1 - 3 marks) |campaign plan. |campaign plan which considers the aims and |of how the campaign plan meets its aims and |
| | |(4 - 6 marks) |objectives. |objectives. |
| | | |(7 - 10 marks) |(11 - 14 marks) |
|(AO4) |A judgement, based upon limited evidence, of the |A judgement, with some justification, of the |An evaluation of the suitability of the |A comprehensive evaluation of the suitability of|
| |suitability of the promotional activities, taking |suitability of |promotional mix, based on an assessment of: |the promotional mix, based on a detailed |
| |into account some of the following |the promotional mix, having prioritised some |• the ability of the campaign to achieve its |assessment of: |
| |evidence: |of the |objectives |• the ability of the campaign to achieve its |
| |• the ability of the campaign to achieve its |following evidence: |• customer attitudes |objectives |
| |objectives |• the ability of the campaign to achieve its |• the cost of the promotional activities |• customer attitudes |
| |• customer attitudes |objectives |compared with |• the cost of the promotional activities |
| |• the cost of the promotional activities |• customer attitudes |available resources. |compared with |
| |compared with available resources. |• the cost of the promotional activities |Ideas are communicated using a logical structure|available resources. |
| |Ideas are communicated in a way that is adequate to |compared with available resources. |with |Ideas are communicated in a coherent structure |
| |convey meaning with limited use of |Ideas are communicated with some structure |some appropriate use of technical terms. There |with consistent and appropriate use of technical|
| |technical terms. There are noticeable errors in |evident with |are occasional errors in accepted conventions of|terms. There are few errors in accepted |
| |accepted conventions of written communication. |occasional use of appropriate technical |written communication. |conventions of written |
| |(1 - 4 marks) |terms. There are |(9 - 13 marks) |communication. |
| | |some errors in accepted conventions of | |(14 - 18 marks) |
| | |written communication. | | |
| | |(5 - 8 marks) | | |
Feedback from 1st Marking
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|AO2 | |
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|A03 | |
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|A04 | |
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