Promotion (Edexcel GCSE Business)
Revision Note
Written by: Steve Vorster
Reviewed by: Jenna Quinn
Types of Promotion
Promotion is an important element of the marketing mix as it plays a crucial role in generating customer awareness, interest and desire for a product/service
A business can communicate its value proposition to potential customers and differentiate itself from competitors
Promotion helps to build brand awareness and loyalty which can lead to repeat purchases and referrals
The promotion element of the marketing mix includes a variety of promotional methods
Each method has advantages and disadvantages associated with their use
Businesses must select the most appropriate methods for their product/service, target audience and budget
An Explanation of the Different Promotional Strategies
Method | Explanation | Advantage | Disadvantage |
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Advertising |
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Branding |
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Special Offers |
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Sponsorship |
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Product Trials |
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The use of Technology in Promotion
Businesses which respond quickly to changing technological trends are able to better meet the needs of their customers
Three current technological trends businesses are adapting to include viral marketing, the use of social media, and e-newsletters
Viral Marketing
Is a strategy where businesses use online platforms to promote their products by creating content at specific times, which can easily be shared and commented on
E.g. During the COVID-19 pandemic, Coca-Cola and McDonald's ran campaigns that emphasised community which aligned with the public's need for social support
Social Media
As social media platforms evolve, businesses must also adapt their social media strategies to keep up with the latest trends
E.g. Instagram has been a popular platform for businesses to promote their products through influencer partnerships
More recently many businesses have shifted their focus to promoting their brands through short-form video content on platforms like TikTok
E-newsletters
Businesses build a mailing list which they then use to promote their products/services to
The business may need to offer an incentive for potential customers to give up their email address e.g. name entered into a monthly draw to receive £150 Amazon voucher
Once the business has a list they can use it to to repeatedly to promote products and to build a deeper connection with potential customers
However, the business must be careful of sending too many emails which may annoy the potential customers
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