Wednesday 18 January 2012

What is the right promotional mix?

Promotional activity is the different ways a firm tries to communicate with its customers.  

Can you think of any ways that have stood out or shocked you in the last few days?


Imagine a World
Without Free Knowledge
For over a decade, we have spent millions of hours building the largest encyclopedia in human history. Right now, the U.S. Congress is considering legislation that could fatally damage the free and open Internet. For 24 hours, to raise awareness, we are blacking out Wikipedia

Can you think of any others...

Remember that the 4 P's of the MARKETING MIX are INTERLINKED

  • how promotional activities enable growth 
  • how to select the right promotional mix   See pages 165 - 168
Q. Why does a business need to communicate to its customers - remember the helium balloon theory!

You will also need to know... 
About the types of promotional activity:

  • Advertising
  • Sales Promotion
  • Public relations activities
  • Personal selling.  Is sponsorship an additional activity that you can consider.  Why not see for yourself here
and more importantly the factors influencing the promotional activities of a growing business:
  • cost
  • Target audience
  • Method of communication
The case studies here might help you understand why the promotional mix will often need to change.  
  1. the core text - 165-168
  2. your online e-resources at
  3.  go to activities, GCSE, AQA
TODAYS TASK - Finish below

Using the resources above complete: 
  1. the notetaker pack here
  2. Now try this worksheet: Promotional mix here 
  3. Now complete the topic test here.

20 mark question 
Considering what you now know about PROMOTIONAL MIX what would you recommend to EASTMAN KODAK to turn around their fortunes - see today's newspaper article here.

1. What do we mean when we use the term promotional  mix (2)

2. Describe two suitable methods in which Kodak might promote its digital camera's and colour printers (4)

3. Explain why they might choose to sell their products at a lower price over the internet than in stores. (4)

4. Why might Kodak choose sponsorship and public relations activities be the most effective way to get people excited about their products. (4)

5. In less than 250 words suggest a PROMOTIONAL MIX to see them on their road to recovery with a clear focus on the cost of the promotion, a target market and the most effective method of communication available to them.  Should it focus on:
  1. Digital cameras - beware they only have bottom end cheapies that might not be as good as most users smart phones!
  2. Colour printers and printer inks.
  3. Inventing a new technology or selling their patents and intellectual property rights to others digital camera and telecommunication manufacturers - eg. photoshare. (9)
An alternative look at the 4P's if your still struggling to get it in to your head.  Click here
A U-tube marketing mix exam technique video clip is also posted here for you to enjoy

Controlled Assessment will need to be completed by half term.  This really will be your last chance to up your grade so see your business mentors ASAP

The homework for this week will be to revise for your KEY TERM TEST EXAM on MARKETING.  I guess that you will be spending time doing this at the after school club or in your own time.  Those who do not do this will be flagged up on the homework letter home 

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