Correct ideas include:
• Promotional materials need to attract the target market of the
company, so the right message and the right media needs to be
chosen to attract the target market. For example, a luxury hotel will
need to choose a quality magazine or newspaper for its
advertisement and the message in the advert will need to refer to the
high-quality products and prices on offer.
• The promotional material will not succeed in gaining customers if the
target market is not considered at every stage.
Use levels of response criteria:
Level 1(1–3 marks) At this level candidates will identify 1, 2 or more
reasons why target market segments are a factor.
Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more
reasons why target market segments are an important factor.
Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more
aspects of the importance of target market segments. For top of level,
there should be a conclusion.