Indicative content:
• Direct marketing involves sending information to new or potential customers on a
database.
• It is efficient as leaflets and brochures are only being sent to people likely to be
interested.
• It may not reach potential customers. If the database is not accurate, the direct mail may
not be effective.
• It would be expensive to send materials to the USA and Germany.
• Use of internet/telephone can be effective and save costs.
Use level of response criteria:
Level 1 (1–3 marks) At this level, candidates will identify one, two or more reasons for the
suitability of direct marketing for this market.
Level 2 (4–6 marks) At this level, candidates will explain one, two or more reasons why direct
marketing is suitable.
Level 3 (7–9 marks) At this level, candidates will evaluate the use of direct marketing and
make a judgement as to the suitability to reach potential customers. The better answers will
have a reasoned conclusion.