A3 Choice of Marketing Methods

• Computing
• Upper Secondary (Key Stage 4)
• BTEC

A3 Choice of Marketing Methods

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

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.

Where we are at

Where we are at

Where we are at

What would a business think about when choosing marketing methods?

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.

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.

1. Personal Selling
2. TV Advertising

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.

1. Personal Selling
2. TV Advertising

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.

1. Personal Selling
2. TV Advertising

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.
  

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.
  

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?

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.
  

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.

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

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.

Why is marketing experience important?