The aim of this unit is to give learners an opportunity to learn about the promotional mix, and the related topics of buyer behaviour and branding, before going on to design their own small-scale promotional campaign.

The learning outcomes of this unit are;

  1. 1 Know the constituents of the promotional mix

  2. 2 Understand the role of promotion within the marketing mix

    3 Understand the role of advertising agencies and the media

    4 Be able to create a simple promotional campaign.

The resources below should be of some use to help you complete the demands of this unit.

 Criteria  Detail  Resources  Assignment
P1 describe the promotional mix used by two selected organisations for a selected product/service

Promotional mix: element of marketing mix; advertising; personal selling; sales promotion; public relations; direct marketing; sponsorships; purpose and objectives of promotion mix; need to support desired corporate image

Decisions about appropriate mix: cost versus benefits – short term and long term; target market and exposure to media; type of market eg business to business or business to consumer; rapidly changing or relatively stable market; channel strategies; objectives; positioning; branding; competitors; budget requirements; timing requirements

Communications model: sender/receiver; encoding/decoding; noise; feedback; message; media choice

Consumer response hierarchy: AIDA (attention, interest, desire, action); how different promotional methods work at different stages

 Promotional Mix Presentation 

Marketing Mix Guide

   Example Unit 9 Assignment
M1 explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives

D1 evaluate and justify the use of an appropriate promotional mix in relation to marketing objectives for the selected organisation.


P2 explain the role of promotion within the marketing mix for a selected product/service

Products and services: product range; new product development; product and market trials; quality; quantity; timing; product features and variations (unique selling points); associated services and benefits; style

Price: importance; factors affecting price; pricing strategies

Place: online and/or physical presence; retail; wholesale; direct selling; role of intermediaries (push and pull)

Packaging: eg appearance, message, distinctiveness, appropriateness, functionality, integration in mix

People: importance particularly in services; training and development; consistency of image

Processes: importance in creating/maintaining positive image

Physical evidence: eg colour, sound, tone of voice, language, image, light

Promotional objectives: how business aims and objectives translate into marketing and promotional objectives eg raising awareness of product/service, creating distinctive market presence, increasing market share; targeting relevant audience; attitudes, interests, opinions, aspirations, demographics eg age, gender; business to business (b2b); business to consumer (b2c); promotions; segmentation eg first-time buyers,

Branding: brand values; brand ‘personality’; benefits of brand to owner (permits premium pricing; aids differentiation; cross-product promotion); brand extension; brand fingerprinting (all aspects of contact with customers supporting branding values and positioning)

Examples of Marketing Mix 

Video about Coca Cola


P3 explain the role of advertising agencies in the development of a successful promotional campaign

Roles of advertising agencies: services offered such as media planning eg advertisement design, copywriting, graphic design, typography, production; cost options eg in-house versus outsourcing

Types of media: local; regional; national; international; terrestrial; satellite; digital; internet; specialist media

eg trade magazines

Criteria for media selection: cost versus coverage; promotional objectives; target audience; focus of appeal

eg emotional, empathetic, intellectual; timing; circulation; readership

Role of the internet: disintermediation; direct marketing; one-to-one communications, eg mobile phones


M2 explain the advantages and disadvantages of using professional agencies in ensuring promotional success


P4 explain the reasons behind the choice of media in a successful promotional campaign


P5 design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief.



Campaign brief: objectives eg target audience, budget

Creative brief: objectives eg to reach a given audience

Selection of content: communication of promotional message eg features, performance, benefits, quality, reliability

Campaign tactics: reach given target group; selection of appropriate media; selection or design of suitable promotional materials/images; text and script according to media type; target audience; objectives; budget;

selection of images eg colour, impact, visibility, style, pace; other sensory dimensions; presentation; focus groups; stages – use of storyboards eg mock-up, final proof, review, planning of next stage

Developing a promotion plan: choosing promotion mix; objectives; integration into wider marketing mix; timing; frequency; cost; using promotion plan; media mix; use of internet


M3 provide a rationale for a promotional campaign.

D2 evaluate an existing, national marketing campaign.


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