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4.5
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Applying Promotional Techniques
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Unit Aims
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To develop understanding of promotion in business and to practise evaluation of existing campaigns and development of new ones.
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Unit Level
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4
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Unit Code
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A/503/7
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GLH
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60
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Credit Value
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15
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Unit Grading Structure
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Pass
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Assessment Guidance
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Assignments in accordance with awarding organisation guidance.
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1. Understand the role of promotion in objectives
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1.1 Explain the aims of promotion in business achieving business
1.2 Explain how the success of a promotional campaign is measured
1.3 Explain how promotional activities are regulated
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2. Understand the range of promotional methods used in business
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2.1 Explain the different promotional methods used by business
2.2 Explore current trends in choice of promotional methods
2.3 Analyse the importance of branding in promotion
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3. Be able to evaluate an existing campaign for a specific product or service
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3.1 Review the objectives of the campaign promotional
3.2 Analyse the promotional mix for the product or service
3.3 Evaluate the choice of media in relation to the target market
3.4 Evaluate the integration of the promotional mix with the other components of the marketing mix
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4. Be able to plan a promotional campaign for a specific business or product
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4.1 Propose aims and objectives for a promotional campaign
4.2 Justify choice of target market for the promotional campaign
4.3 Devise suitable promotional activities
4.4 Produce a plan for implementation stating how it meets the objectives of the campaign
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Indicative Content
1. Understand the role of promotion in achieving business objectives
Aims
- Functions of promotion: persuade, remind, inform, sell, respond to competition, increase market share
- Promotion of corporate identity
- Role within marketing mix
- Positioning
Success criteria
- Increased sales
- Customer recall
- Press coverage
- Customer loyalty
Regulation
- Sale of Goods Act
- Trade Descriptions Act
- Ofcom – role and function
- Advertising Standards authority – role and function
2. Understand the range of promotional methods used in business
Promotional methods
- Above the line/below the line
- Advertising
- Public relations
- Sales promotion
- Sponsorship
- Product placement
- Direct marketing
Current trends
- Social media, Twitter, Facebook, LinkedIn
- Quick response codes
- Smart phone applications
- Text promotions
- Cross media promotions
Branding
- Types of brands
- Brand values
- Premium brands
- Differentiation to market segment
- Role in positioning
3. Be able to evaluate an existing promotional campaign for a specific product or service
Evaluation of a campaign Campaign objectives
- extend reach
- communicate message about image, new product, new features
- AIDA model e.g. attention, interest, desire, action
Promotional mix
- promotional methods chosen e.g. advertising, personal selling, sales promotion, public relations, corporate image, direct marketing, exhibitions
- marketing mix e.g. product, price, place (distribution), promotion
- Integration/interrelationship with marketing mix e.g. links to price, product development, positioning and distribution channels
Choice of media
- Ability to reach target market
- Frequency
- Likely cost
- Previous results
4. Be able to plan a promotional campaign for a specific business or product
Aims and objectives
- Extend reach
- Communicate message about image, new product, new features
- AIDA model
Choice of target market
- Appropriate for message
- Suitable media chosen
- Suitable activities chosen to appeal to target
Promotional activities
- Use of advertising, below the line promotions and public relations
- Links to corporate identity
Plan implementation
- Target market and coverage
- Timing
- Frequency
- Spend
- Cost versus benefits
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