Candidates are expected to include some of the following factors:
• Timing is important as it determines the best point to present the promotional material.
• The timing should not be too much in advance of the product launch/or too late
otherwise customers may have chosen another product/provider.
• Timing should relate to seasonality, the state of the market and competition.
Use level of response criteria.
Level 1: (1–3 marks) At this level, candidates will identify one, two or more appropriate
features of timing. These will be mainly descriptive.
Level 2: (4–6 marks) At this level, candidates will explain one, two or more ways in which
timing affects a campaign.
Level 3: (7–9 marks) At this level, candidates will evaluate the importance of timing. For 8/9
marks there must be a conclusion or judgement as to the importance of timing either in
relation to other factors or as to its importance for effectiveness.
Credit all valid reasoning in context.