A3 Choice of Marketing Methods

A3 Choice of Marketing Methods
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Slide 1: Slide
ComputingUpper Secondary (Key Stage 4)BTEC

This lesson contains 28 slides, with interactive quizzes and text slides.

time-iconLesson duration is: 50 min

Items in this lesson

A3 Choice of Marketing Methods

Slide 1 - Slide

Mastery Task - Marketing Mix
1. Complete level 1 questions.
2. Give questions to teacher to mark.
3. Move onto the next level, or revise the level you’re on.

Link to Teams Revision
timer
20:00

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Learning Aims
Conquer - Understand the factors influencing the choice of marketing methods.

Aspire Higher - Be able to justify the most appropriate marketing method for a given scenario.

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Where we are at

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Where we are at

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Where we are at

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What would a business think about when choosing marketing methods?

Slide 7 - Mind map

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Relevance
Enterprises will choose the marketing methods that are appropriate for their products and brand image.

For example, personal selling is not appropriate for mass-market low-cost products, such as groceries sold by a supermarket.

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Accura is a well-established brand of Japanese cosmetics.
Their products are very expensive and made of only the best ingredients.
Their clients are wealthy middle-aged women who take personal recommendations seriously.

A
Personal Selling
B
TV Advertising

Slide 10 - Quiz

PumpItUp is a brand of low-cost home gym equipment.
They target anybody who wants to stay fit but can’t afford a personal trainer.
Their clients make average salaries and spend a lot of time in front of the TV after work.

A
Personal Selling
B
TV Advertising

Slide 11 - Quiz

Olypa is a new brand of cheese and yoghurts for kids.
Their products are available in most supermarkets.
Their clients are parents of small kids who often watch cartoons.

A
Personal Selling
B
TV Advertising

Slide 12 - Quiz

Reaching Target Market
Every enterprise has a target market for its audience.
  • It can be defined by factors such as age, location, education, hobbies, gender etc.
  • Not all promotional methods are used by all people.
  • If a business doesn’t promote in the right places, they won’t reach the right audience.
  • For example, social media marketing won’t reach the target audience if it is mostly composed of elderly people.

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Cost
Not all promotions are equal in terms of cost. 
  • ‘Above-the-line’ advertising, especially TV and radio adverts, tend to be the most expensive.
  • Online advertising, particularly social media advertisements, are typically seen as low cost.
  • When it comes to costs, campaigns can be divided into consisting of paid media, owned media and earned media.


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Some forms of promotion have better ROI than others.
“ROI” stands for Return on Investment.
What do you think this means in the context of marketing?

Slide 18 - Open question

ROI
Return On Investment or ROI is a formula which you can use to measure the success of a specific marketing campaign.
 
  • In a successful marketing campaign ROI is high. The campaign brings many sales for a relatively small amount of money spent on marketing.
  • A campaign with low ROI costs a lot and brings few sales.

Slide 19 - Slide

Competitors' Activities
You might want to consider what your competitors are doing for their own promotion methods.
  • Learning from a competitor's successes and failures is a key tool in ensuring you have an effective marketing campaign.
  • For example, you can investigate your competitor’s website, social media profiles, TV & radio advertisements, newsletter, PR campaigns etc.



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What could be difficult about looking at competitor's marketing?

Slide 22 - Mind map

Slide 23 - Slide

Experience
  • Experience of the business owner and their marketing team is key when choosing marketing methods.
  • Each form of marketing requires a different skillset and knowledge.
  • Smaller businesses with fewer marketing staff are usually more limited in choosing marketing methods.
  • Larger enterprises with more experienced staff have many more options to choose from.




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Why is marketing experience important?

Slide 26 - Open question

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