Cambridge IGCSE™ and O Level Business Studies

Section 3: Marketing Chapter 15: The marketing mix:

promotion

Worksheet 17: The marketing mix:

promotion

Key information
DD Fruits plc needs to promote its new fruit drink. Promotion gives the consumer information
about the rest of the marketing mix. Without it, customers would not know about the new fruit
drink, the price it sells for or the places where the drink is sold. Promotion includes not only
advertising the new drink but also other methods of sales (for example, free samples, money-off
coupons). In addition, promotion can include public relations (sponsorship of sports events that
lead to positive media coverage).

Task 1: Advertising

You have been asked to help the marketing department decide on what promotion to use by helping
them answer the following questions:
1 On the diagram below, write down as many different forms of advertisement for products as
you can think of. (Two have been filled in to give you a start.)

Local newspapers Television

Forms of advertising media

2 Collect examples of as many of the different types of advertising media as you can. You should
try to collect examples of at least ten different types.

Cambridge IGCSE™ and O Level Business Studies Online Teacher Guide, Hodder & Stoughton Ltd 1
© Karen Borrington and Peter Stimpson 2018
 Cambridge IGCSE and O Level Business Studies Worksheet 17

3 Choose five different products and five different services. Where are each of these products
and services advertised and why? Who and where are their target customers?

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4 Find out the costs of advertising in these different types of media. Try to find out the costs of at
least five different types of advertising media.

5 Why do the costs differ for the different forms of advertising media?

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6 What benefits would DD Fruits plc gain by advertising on social media websites such as
Facebook?

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Cambridge IGCSE™ and O Level Business Studies Online Teacher Guide, Hodder & Stoughton Ltd 2
© Karen Borrington and Peter Stimpson 2018
 Cambridge IGCSE and O Level Business Studies Worksheet 17

Task 2: Types of sales promotion

1 On the diagram below, write down as many different types of sales promotion as you can think
of. (Two have been filled in to give you a start.)

Point of sale demonstrations Competitions

Types of sales promotion

2 Collect, from local outlets or publications, at least five different examples of promotion used
by businesses.

3 When do businesses use sales promotions and why? (Hint: Think of the time of year or the
stage of the product life cycle.)

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4 The packaging in which the product is sold is also an important part of the promotion. Explain
how the packaging can help to reinforce the brand image of a particular product.

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5 Investigate the different types of packaging that drinks are sold in. How are they different and
why?

6 The final sort of promotion is public relations (PR). Why do businesses want good public
relations, and how can they go about achieving this?

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Cambridge IGCSE™ and O Level Business Studies Online Teacher Guide, Hodder & Stoughton Ltd 3
© Karen Borrington and Peter Stimpson 2018