Essay
BTEC business Level 3 Unit 18 - Creative Promotion: Learning aim A- Distinction achieved
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Describing the marketing used by two contrasting businesses. This includes P1,P2,M1,D1
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P1: Explore and illustrate how marketing communication aids creative product promotion.By Ayshe Osman
Advertising and promotion are an extremely useful way for companies to attract both customers and
noncustomer consumers to ultimately persuade them to make a purchase. With the help of
advertising and marketing, businesses communicate information about their products and services.
The organization then becomes successful through effective marketing and advertising tactics. In
order to attract customers an organisation uses various methods such as personal selling, online ads,
magazine ads, social media and targeted radio advertising. These are designed to follow the AIDA
method, which stands for attention, interest, desire and action.
The Purpose of Marketing Communication:
To Inform The purpose of marketing communication is to inform potential customers.
Communication such as direct mail and advertisements are used to inform people
about the company’s products and services.
I think this TV advert for Cadbury’s chocolate has a catchy song, is humorous and
colorful. The advert has been done in an interesting way; the colour of the top worn by
To Persuade each person sitting in the chair matches the colour of the chocolate wrapper for a
particular flavour of chocolate. The man in the middle is wearing a purple top and
holding the purple coloured chocolate wrapper for plain chocolate; the woman
wearing
The purposetheofyellow top iscommunication
marketing holding the yellow
is tocolored wrapper
persuade for customers.
potential the caramel flavoured
Companies use public relations to persuade the public to buy their products. Personal
selling is where businesses use people to sell the product after meeting face-to-face with
the customer. An example of this are the Apple stores where there are many young and
knowledgeable sales representatives who are trained thoroughly in both product
information and customer service. The staff are extremely friendly and immediately go
up to consumers to persuade them to make a purchase.
To Differentiate
Another purpose of marketing communication is to differentiate. The importance
of this is to highlight unique characteristics of different products and this will
therefore influence the behaviour and attitudes of customers. Marketing helps to
shape the company and differentiate it from its competitors.
The ‘’Big Mac” is McDonald’s most well known burger on the menu. McDonalds
iconic Big Mac has been around for fifty-one years and it is still the classic fast
food burger which is very well known to most consumers.
To Reinforce and Reinforcing and reassuring is a purpose of marketing communication. The
Reassure aim of this is to reinforce and strengthen the brand’s message and to remind
consumers of the benefits of their products. They can do this by
demonstrating why their brand is different.
Sainsbury’s do this with their slogan “live well for less” which aims to drive
home a message of quality, value and a commitment to help make
customers lives better and easier everyday.
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