Analyse two benefits to JC of using digital promotion.
1(c)
Indicative content
AO1 Knowledge and understanding
- Digital promotion: the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations online
- Methods of digital promotion (without reference to JC) e.g. Twitter, hashtags, Facebook, YouTube
Knowledge of the benefits of using digital promotion (max 2⊵ ), may include:
- wide customer reach
- inform consumers and persuade them to buy.
- promotional objectives:
- increased sales/awareness;
- demonstrating abilities/showcasing products
- creating or reinforcing a brand image
- correcting misleading reports
- cheaper than non-digital promotion
1(c)
AO2 Application
Max one ΔΔF for application to each benefit of using digital promotion.
- Jakes uses social media as a source of digital promotion
- Use of website to enable customers to design and order cakes
- Celebrity share of JC social media posts
- Attracting potential investor with $ 25000 capital offer
AO3 Analysis
Limited analysis ± candidate shows one link in the chain of analysis.
Developed analysis and candidate shows two or more links in the chain of analysis or a two-sided analysis.
- (Costs) low cost and does not require the use of external agencies who may charge a fee - reduces overheads
- (Viral marketing) ease to attract the target audience - brand can grow quickly and reach new markets
- (Message and image) taken and uploaded regularly without the need to use marketing agencies-increases personal interaction and brand loyalty
- (Allows for feedback and direct contact) improve customer loyalty - increases chance of return custom/sales
Accept all valid responses.
Exemplar and annotations
