Promotional activities
Unit 10
PR
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IN THIS WE INVESTIGATE HOW BUSINESSES select and deliver promotional activities.
You will develop an understanding of the relative advantages and disadvantages of different types of promotional activities. This unit is a very practical one, and you are encouraged to think about how promotional activities are used by a range of different businesses.
The assessment for this unit requires you to produce a plan of a promotion campaign, working within a realistic allocated budget, for a new or existing business.
This business can be a company, a partnership or a sale trader, or a not-for-profit business (such as a charity and a public sector organisation).
At the end of each topic, there is an assessment practice section. The guidance given in each assessment practice is there to help you build your plan of a promotion campaign as your work through the unit. Your teacher will provide further guidance on how to present your plan of a promotion campaign.
Topic 1
Promotion campaigns 106
Topic 2
Budgets and campaign plans 110
Topic 3
Promotional activities 114
Topic 4
Communicating with target customers 120
Topic 5
Promotional media 124
Topic 6
Researching and analysing customer attitudes 131
Topic 7
The promotional mix 135
Topic 8
Attention, interest, desire, action 139
Topic 9
Recommending a promotional mix 142
Promotional activities Topic 1 Promotion campaigns
Setting the scene: Health Promotion Agency
The Health Promotion Agency for Northern Ireland (HPA) is a government organisation.
Its main responsibility is to provide leadership and support to people and organisations involved in promoting health in Northern Ireland. Its mission statement is “to make health a top priority for everyone in Northern Ireland”.
I to increase knowledge of the major health
effects of passive smoking
I to encourage smokers not to expose others to
In the passive smoking campaign,
PR
O
O
F
IN THIS WE INVESTIGATE HOW BUSINESSES select and deliver promotional activities.
You will develop an understanding of the relative advantages and disadvantages of different types of promotional activities. This unit is a very practical one, and you are encouraged to think about how promotional activities are used by a range of different businesses.
The assessment for this unit requires you to produce a plan of a promotion campaign, working within a realistic allocated budget, for a new or existing business.
This business can be a company, a partnership or a sale trader, or a not-for-profit business (such as a charity and a public sector organisation).
At the end of each topic, there is an assessment practice section. The guidance given in each assessment practice is there to help you build your plan of a promotion campaign as your work through the unit. Your teacher will provide further guidance on how to present your plan of a promotion campaign.
Topic 1
Promotion campaigns 106
Topic 2
Budgets and campaign plans 110
Topic 3
Promotional activities 114
Topic 4
Communicating with target customers 120
Topic 5
Promotional media 124
Topic 6
Researching and analysing customer attitudes 131
Topic 7
The promotional mix 135
Topic 8
Attention, interest, desire, action 139
Topic 9
Recommending a promotional mix 142
Promotional activities Topic 1 Promotion campaigns
Setting the scene: Health Promotion Agency
The Health Promotion Agency for Northern Ireland (HPA) is a government organisation.
Its main responsibility is to provide leadership and support to people and organisations involved in promoting health in Northern Ireland. Its mission statement is “to make health a top priority for everyone in Northern Ireland”.
I to increase knowledge of the major health
effects of passive smoking
I to encourage smokers not to expose others to
In the passive smoking campaign,