Indicative content:
• Stages of the promotional campaign include:
• choose an audience
• establish message
• select appropriate media
• set timing
• agree advertising budget
• measure results
• Choose audience means deciding on who the advert is aimed at, this
may be as a result of market research.
• Establish message means decide what the message does for example
if it highlights value for money, or product features or services.
• Select media means choosing brochure, video, social media for
example which is linked to the audience.
• Timing may depend on competitors or the product life cycle.
• The budget is related to the cost of producing the material.
• The ‘stages of the campaign’ is very important for the effectiveness of
the material. If the wrong audience is selected, then the material such
as the advert in Fig.1 will not attract people. If the budget for the
material is too small, then the material may not be printed in enough
quantity or have enough visual effects to attract customers.
The evaluation can be assessed in relation to each stage of the campaign
Other factors may also be considered, such as AIDA.
Use level of response criteria:
Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more stages
of the campaign.
Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more stages
of the campaign.
Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more
stages of the campaign. For top of the level, there should be a conclusion.