Indicative content:
• Marketing is expensive and the company should set an affordable budget to cover all six
stages of the campaign.
• A promotional campaign will need market research which is expensive and then
promotional methods such as advertising need to be affordable within the company
funds.
• A new company may have a limited budget before enough profit is achieved to fund
more expensive campaigns.
• Other factors in relation to the effectiveness of cost in a promotional campaign.
Use levels of response criteria.
Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more aspects of cost (listed
above).
Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more reasons why cost is
important.
Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more aspects of cost. May
also evaluate in relation to other factors,
such as identification of the target market, timing of the campaign, brand image and the
effective use of AIDA.
Use levels of response criteria.
Top of level may be awarded for one aspect fully evaluated.
N.B. Do not credit answers which apply cost to holidays/the business. The answer
must relate to the cost of promotional campaign.