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GCSE Business · key term
Paid-for messages used by a business to promote its products or services.
Used by AQA, Edexcel and OCR
Paper 2
Revise: Promotional StrategiesAdvertising involves paying for promotional messages. The choice of medium affects who sees the message, how much detail it can contain and what it costs. A large audience is useful only if it includes potential customers.
Specification 2.2.3 · Paper 2
Paid communication promoting a product or business through channels such as television, radio, newspapers or online platforms.
Revise: Promotional TechniquesAdvertising is only one promotional method. Businesses can also use sponsorship, branding, product trials and special offers. A promotional strategy combines suitable methods rather than assuming that one approach will work for every customer.
Paper 1
A method of promotion that uses media to communicate messages about a product, service or brand to potential customers.
Revise: Advertising MethodsAdvertising is one method of promotion: it uses media to carry messages about products, services or brands.
Distinguish increased sales from increased profit: discounts, free gifts and advertising all have costs.
Distinguish promotion from advertising: sponsorship, branding, product trials and special offers are also promotional strategies.
Apply your choice of advertising method to the business’s target customers, product and budget rather than claiming one method is always best.
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