Types of Promotion | Edexcel A Level Business AS

[Maximum number: 8]

Extract C Redundancies and organisational changes at Deutsche Bank Deutsche Bank was founded 150 years ago in Germany. Today it is a leading global bank. In 2019, 18,000 Deutsche Bank employees, working in Hong Kong, New York and London, were made redundant as part of a restructuring plan. This plan included drastically reducing its investment banking division and removing layers of management to make a flatter organisational structure. A Deutsche Bank spokesperson said: "We have decided to focus our resources on areas of the business where customers need us most." The bank used collective bargaining to agree redundancy payments for employees who lost their jobs. These agreements were put in place to protect its reputation and limit the number of unfair dismissal cases.

Extract D

$Global market share by \% revenue of the 10 leading investment banks in 2019$

Global market share by \% revenue of the 10 leading investment banks in 2019

Extract E Positive Impact marketing campaign at Deutsche Bank Deutsche Bank plans to launch a global advertisement campaign, named Positive Impact. It uses customer stories to show the benefits of using the bank. These stories are told through short films featuring customers and bankers, showing how they support customers to achieve their plans and ambitions. Deutsche Bank will also use social media to engage with its employees and customers. In addition a television advertisement will be used to show the partnership between Laura Dekker, the youngest person to sail solo around the world, and her father, who helped plan her epic voyage and whose encouragement from the shore helped her to succeed. The advertisement uses the relationship between Laura and her father as an inspiring example of positive impact, which represents the bank's role in enabling the ambitions and dreams of its clients to be met.

Discuss the advantages for Deutsche Bank of using television advertising in its
marketing campaign.

Indicative content guidance
Answers must be credited by using the level descriptors (below) in line
with the general marking guidance. The indicative content below
exemplifies some of the points that candidates may make but this does
not imply that any of these must be included. Other relevant points
must also be credited.
Knowledge, Application, Analysis, Evaluation - indicative
content
- Promotion refers to any type of marketing communication used
to inform or persuade consumers to use/buy a particular brand
Promotion is one of the elements of the marketing mix
- Television advertisements are designed to reach a significant
number of potential customers and may lead to increased
awareness of the bank to attract new customers
- Television advertisements are a good way of reaching the mass
market in which Deutsche Bank operates
- Using advertisements of Laura Dekker may be considered
emotional branding. Emotional branding is a term used within
marketing communication that refers to the practice of building
brands that appeal directly to a consumer's emotional state,
needs and aspirations. This may lead to customer loyalty and
repeat purchase by customers
- However, television advertisements are very expensive. The
bank is currently undergoing a restructuring exercise which is
likely to be costly. A combination of these factors may lower the
short-term profits for Deutsche Bank
- A problem associated with television advertisements is that the
communication is one way. Also, many people are inclined to
skip the advertisements whilst watching television, hence limiting
customer awareness of the new campaign

Level

Mark

Descriptor

0

No rewardable material.

Level 1

1-2

Isolated elements of knowledge and understanding - recall based.

Weak or no relevant application to business examples. Generic assertions may be presented.

Level 2

3-5

Accurate knowledge and understanding.

Applied accurately to the business and its context.

Chains of reasoning are presented, showing cause(s) and/or effect(s) but may be assertions or incomplete.

An attempt at an assessment is presented that is unbalanced, and unlikely to show the significance of competing arguments.

Level 3

6-8

Accurate and thorough knowledge and understanding, supported throughout by relevant and effective use of the business behaviour/context.

Logical chains of reasoning, showing cause(s) and/or effect(s).

Assessment is balanced, well contextualised, using quantitative and/or qualitative information and shows an awareness of competing arguments/factors.

Question

Indicative content

1.3.3.3a - Types of promotion question 1