Practise the Yale communication model, advertising-media research and Lauterborn's 4 Cs, applying campaign features and evaluating EEG or response measures.
Outline 'convenience' from Lauterborn's 4 Cs marketing mix model.
Outline 'convenience' from Lauterborn's 4 Cs marketing mix model.
Award 2 marks for an outline of the term/concept
Award 1 mark for a basic outline/identification of the term/concept.
Content:
Convenience (to buy) - ease of location of product, how easy it is to find information/buy and have product delivered.
Example:
Example on it's own (e.g. the customer lives close to the shop, or is a frequent visitor so store is familiar) (1)
Convenience is how easy it is to purchase a product. (2) It is how easy it is to find information about a product, purchase it and have it delivered. (2)
Other appropriate responses should also be credited.
2
Lauterborn's model can be applied to everyday life, such as for advertising products.
Explain one strength of using 'convenience' for advertising a product on the internet.
Award 2 marks for a detailed explanation of the strength in context. Award 1 mark for a basic explanation of the strength.
Likely strengths -
Can advertise to a large audience anywhere in the world.
Can target ads to demographic of customers/purchasing and/or browsing history of customer
Can include link to online store within advertisement which is very easy and quick for customers to access online store.
Can be inexpensive on some websites whereas traditional advertising on television, billboards, etc. is expensive.
Advert can be displayed all day
Example:
One strength is that customers will be able to instantly access the store's website as the advertisement can provide a web link. (1) Convenience of the product will be highlighted immediately to potential customers as they can interact with internet advertising and access product information/make a purchase with a few clicks of a button. (1)
Other appropriate responses should also be credited.
2
Context = advertising product on the internet.
Focus on convenience and internet.