Topic 7 of 7 · Form 4
Advertising and marketing
Informative and persuasive advertising; competitive and generic advertising; brand image.
Notes for this topic 1 file, in order
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Purpose of advertising
Informative and persuasive advertising; competitive and generic advertising; brand image.
Advertising media
Newspapers, magazines, television, radio, cinema, posters and billboards, the internet and social media, direct mail and SMS. Choosing media: cost, target audience, coverage, impact and frequency.
Sales promotion
Free samples, discounts, coupons, competitions, loyalty cards, point-of-sale displays and after-sales service.
Marketing
Market research (primary and secondary), the marketing mix (product, price, place, promotion), branding and packaging.
Advantages and disadvantages of advertising
For consumers: information and choice versus persuasion and higher prices. For producers: increased sales versus cost.
Control of advertising
Advertising standards authorities, codes of practice and legislation against misleading claims.
Check yourself
- What is generic advertising?
- Give two methods of sales promotion.
- Why might a small business use social media advertising?
Show answers
- Advertising a whole product type rather than a brand (e.g. "Drink more milk").
- Any two: free samples, discounts, coupons, competitions, loyalty cards, displays.
- It is cheap, reaches targeted audiences quickly, and allows interaction with customers.
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