3.3.4 Promotion

Cambridge IGCSE Business Studies 3.3 Marketing mix

3.3.4 Promotion

Aims of promotion 

  • Increase sales and market share
  • Create a brand image
  • Introduce new products to the market
  • To compete with competitors
  1. Advertising

Informative advertising – Give audience detailed information about the product

Persuasive advertising – Tries to persuade audience that they need the product

Advertising methods

  • Local newspaper (for local businesses) Cheap, Lots of information, Permanent copy. Not eye-catching, boring 
  • National newspaper (nation wide businesses)
  • local or national television Seen by many people, video can be interesting, choose which time to advertise (ad will be seen by target audience) Very Expensive
  • Internet Lots of information, 
  • Specialist magazines Read by audience with certain characteristics e.g car magazines, sport magazine 
  • Social media
  • Billboards
  • Leaflets Cheap, Permanent copy, Range of audiences (given to anyone) May not be read

2. Sales promotion – Special deals to attract customers short term.

  • Price reductions – Reducing the price to attract customers
  • Gifts – Products for e.g. toys that comes in cereal boxes makes customers want to buy it.
  • Competitions – Products that comes with entry to competitions such as winning a prize. (e.g. Win a car or airplane tickets)
  • Point of sales display and demonstrations – Demonstrations to show how product works (e.g. Food displays or cooking demonstrations at supermarkets)
  • After sales service – Customers like buying from shops that offer repairs and maintenance
  • Free samples – Free samples can encourage customers to buy the product if they like it (e.g. Food samples at supermarkets)

Advantages of sales promotion

  • Maintain high sales throughout the year
  • Encourages consumers to buy the products
  • More competitive

Marketing budget – Financial plan for marketing of a product for a specific amount of time.

Which type of promotion to use?

  • Stage of product life cycle
  • Advertising budget
  • Nature of the product itself

Public relations 

 Strategies used to promote a good image for the business. (e.g. Sponsoring activities such as sports or charity events.

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3 Replies to “3.3.4 Promotion”

  1. zara

    Not enough information provided for students to pass their exam. I think you should takes ideas from z notes !!

  2. Nelk Mentrosity

    Z Notes is better but you should read this website and Z notes it will give amazing revision. Also do past papers and study case studys. Thank You Bijli ka bill tera bap bharega pagal

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