Pearson Edexcel · GCSE · Business
Course version: 1BS0 · Version from Sept 2017
Promotion: ● appropriate promotion strategies for different market…
Full specification wording
Promotion: Promotion: ● appropriate promotion strategies for different market segments: advertising, sponsorship, product trials, special offers, branding ● the use of technology in promotion: targeted advertising online, viral advertising via social media, e-newsletters.
Promotion aims to inform customers and persuade them to buy.
Checked against the Pearson Edexcel 1BS0 specification (opens in a new tab) on .
- 2 key terms
Study notes
From the checked teaching notes for this specification point.
The idea
Promotion aims to inform customers and persuade them to buy. Businesses must select strategies tailored to specific market segments. For example, a sports brand might use sponsorship of athletes to reach fitness enthusiasts, while a supermarket uses special offers and product trials to attract budget-conscious shoppers. Advertising and strong branding build long-term recognition. Technology has transformed promotion, allowing highly specific targeting. Targeted advertising online uses browsing data to show relevant ads to specific demographics. Viral advertising via social media encourages users to share content, rapidly increasing reach at a low cost. Finally, e-newsletters provide direct, personalised updates to existing customers, fostering loyalty and repeat sales.
What earns the marks
- Identify appropriate promotional strategies, such as sponsorship or branding, for a given target market.
- Explain how product trials and special offers encourage customer switching and initial purchases.
- Analyse the benefits of targeted online advertising in reducing promotional waste by reaching specific demographics.
- Evaluate the impact of viral advertising via social media on brand awareness and marketing costs.
- Assess how e-newsletters help maintain customer relationships and encourage repeat business.
Common mistakes and how to put them right
Confusing advertising with promotion.
Put it right: Advertising is just one specific method within the wider promotional mix.
Assuming viral advertising is always positive.
Put it right: Viral campaigns can sometimes spread negative publicity rapidly if poorly received.
Stating that e-newsletters are used to reach new customers.
Put it right: e-newsletters are primarily sent to existing contacts who have opted in, focusing on retention.
Exam tips
- Always link the chosen promotional strategy to the specific characteristics of the target market segment mentioned in the case study.
- When discussing viral advertising, mention the cost-effectiveness of users sharing the content voluntarily.
- Use the context to decide if a short-term strategy like special offers or a long-term strategy like branding is more appropriate for the business.
Try the lesson
The start of the Promotion: Promotion: ● appropriate promotion strategies for different market segments: advertising, sponsorship, product trials, special offers, branding ● the use of technology in promotion: targeted advertising online, viral advertising via social media, e-newsletters. lesson, made from checked teaching notes for this specification point.
Have a go first
Which of the following is an example of using technology for promotion?
Listen
Promotion aims to inform customers and persuade them to buy. Businesses must select strategies tailored to specific market segments. For example, a sports brand might use sponsorship of athletes to reach fitness enthusiasts, while a supermarket uses special offers and product trials to attract budget-conscious shoppers. Advertising and strong branding build long-term recognition. Technology has transformed promotion, allowing highly specific targeting. Targeted advertising online uses browsing data to show relevant ads to specific demographics. Viral advertising via social media encourages users to share content, rapidly increasing reach at a low cost. Finally, e-newsletters provide direct, personalised updates to existing customers, fostering loyalty and repeat sales. A strong answer earns marks for these points. Identify appropriate promotional strategies, such as sponsorship or branding, for a given target market. Explain how product trials and special offers encourage customer switching and initial purchases. Analyse the benefits of targeted online advertising in reducing promotional waste by reaching specific demographics. Evaluate the impact of viral advertising via social media on brand awareness and marketing costs. A common slip: Confusing advertising with promotion. Instead, advertising is just one specific method within the wider promotional mix. Exam tip: Always link the chosen promotional strategy to the specific characteristics of the target market segment mentioned in the case study.
See it
Key words
Say what each word means before you turn the card.
Brand awareness
Try answering aloud or in your head before turning the card.
Customer retention
Try answering aloud or in your head before turning the card.
See every definition
- Brand awareness
- Long-term recognition built through advertising and strong branding.
- Customer retention
- Maintaining customer relationships and encouraging repeat business, which e-newsletters foster through direct, personalised updates to existing customers.
Label the diagram
Some boxes have lost their names. Pick the right name for each number.
1Box 1
2Box 2
3Box 3
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