CH17Mindmap
Tap any card to reveal its definition
π¦ Product
USP
Unique Selling Point β the feature that sets a product apart from competitors and differentiates it in the market.
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Branding
The name, design, logo, slogan, shape, form and packaging of a product β creates an identity consumers recognise and trust.
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Benefits of Branding
Differentiates the product; can advertise the brand not individual products; charge higher (premium) prices; target different segments; brand becomes synonymous with the product category.
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Own Brands
Products sold by retailers using their own brand name and logo β not the manufacturer's.
e.g. Dunnes Stores Simply Better; Tesco Finest.
Benefits to retailer: higher profit margins; lower prices attract consumers; builds store loyalty; greater choice.
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e.g. Dunnes Stores Simply Better; Tesco Finest.
Benefits to retailer: higher profit margins; lower prices attract consumers; builds store loyalty; greater choice.
Product Design (Factors)
Costs; production feasibility; target market needs; legal requirements (e.g. safety standards, CRA 2022 β goods must conform with contract).
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Packaging (Functions)
Attract the consumer; protect the product; provide information (ingredients, safety); competitive advantage; convenience.
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Product Portfolio
The collection/range of all goods and services a business offers available for sale.
e.g. Cadbury's portfolio includes Dairy Milk, Crunchie, Roses, Creme Eggs.
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e.g. Cadbury's portfolio includes Dairy Milk, Crunchie, Roses, Creme Eggs.
π Product Life Cycle β 5 Stages
Introduction
Product launched onto the market. Sales are low, advertising costs are high. Aim is to create product awareness. Heavy drain on cash flow.
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Growth
Brand awareness increases, sales rise rapidly. Profits begin to rise. Aim is to maximise market share. Cash flow improves.
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Maturity
Sales reach their peak. Product established. Business defends market share. Profits are maximised. Cash flow is excellent.
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Saturation
New entrants appear. Sales level off and begin to decline. Planning needed to prevent full decline β extend the life cycle.
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Decline
Many competitors cause sales to fall. Promotions cease. Goods may be sold at low prices. Product may be phased out.
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Extending the PLC β use a different P each time β οΈ
Product
Introduce new design, flavours, sizes or features.
e.g. Coca-Cola Zero Sugar; new iPhone models.
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e.g. Coca-Cola Zero Sugar; new iPhone models.
Price
Change the pricing strategy β e.g. lower price to attract a new segment or stimulate demand.
e.g. Apple reducing the iPhone 7 price after launch of iPhone 8.
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e.g. Apple reducing the iPhone 7 price after launch of iPhone 8.
Place
Find a new channel of distribution β e.g. sell online to reach a global audience or enter new geographic markets.
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Promotion
Introduce a loyalty card, new advertising campaign or sales promotion technique to re-engage consumers.
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π° Price
8 Pricing Strategies
Premium Pricing
Higher price to project an image of superiority and quality.
e.g. Rolex, Apple iPhone at launch.
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e.g. Rolex, Apple iPhone at launch.
Price Skimming
Charge a high price at launch, then drop it to attract more customers once early adopters are captured.
e.g. new PlayStation games; new iPhone models.
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e.g. new PlayStation games; new iPhone models.
Penetration Pricing
Set a low price to build market share and get a foothold in the market.
e.g. Aldi/Lidl entering the Irish grocery market.
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e.g. Aldi/Lidl entering the Irish grocery market.
Psychological Pricing
Price at a perceived cheaper amount β e.g. β¬19.99 instead of β¬20. Consumer feels they are paying less.
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Bundle Pricing
Lower price per item when bought together as a package.
e.g. TV/Broadband/Phone bundles from Eir or Virgin Media.
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e.g. TV/Broadband/Phone bundles from Eir or Virgin Media.
Predatory Pricing
Lowering prices aggressively to eliminate competitors from the market.
e.g. Ryanair on certain routes.
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e.g. Ryanair on certain routes.
Tiered Pricing
Selling different quality levels at different price ranges.
e.g. cars with entry-level vs premium add-on options.
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e.g. cars with entry-level vs premium add-on options.
Price Discrimination
Selling goods at different prices to different groups.
e.g. Dublin Bus student/adult fares; off-peak cinema tickets.
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e.g. Dublin Bus student/adult fares; off-peak cinema tickets.
5 Factors Affecting Price
Input Costs
Raw materials, wages, rents and economies of scale all affect what must be charged to cover costs and earn a profit.
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Competitors
Pricing positions the product relative to competitors β too high loses customers, too low may signal poor quality.
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Consumers
Consumer expectations, willingness to pay and norms within the market must be considered when setting price.
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Demand
If demand increases, firms may increase prices to match β e.g. concert tickets, seasonal goods.
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Legal Regulations
Tariffs, import costs, VAT rates and exchange rate changes can all impact the price a business must charge.
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π’ Promotion
Advertising
Actions to convince consumers to buy a product. Types: generic, informative, persuasive, competitive. Media: TV, social media, billboards, radio.
ASAI = Advertising Standards Authority of Ireland β regulates advertising.
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ASAI = Advertising Standards Authority of Ireland β regulates advertising.
Public Relations (PR)
All efforts to build a positive public image and defend against criticism. Uses press releases, sponsorship, celebrity/influencer endorsements, community relations.
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Sales Promotions
Short-term gimmicks to boost sales β 2-for-1 offers, discount codes, loyalty cards, free gifts, competitions, merchandising.
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Personal Selling
A salesperson uses interpersonal skills and product knowledge to inform and persuade a consumer to buy a good or service.
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4 Types of Advertising
Generic Advertising
Promotes a product category rather than a specific brand β all producers in the category benefit.
e.g. "Drink More Milk" (National Dairy Council); "Buy Irish" campaigns.
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e.g. "Drink More Milk" (National Dairy Council); "Buy Irish" campaigns.
Persuasive Advertising
Aims to persuade consumers to buy a specific brand by appealing to emotions or desires.
e.g. L'OrΓ©al "Because You're Worth It"; luxury car ads.
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e.g. L'OrΓ©al "Because You're Worth It"; luxury car ads.
Informative Advertising
Provides factual information about a product's features, price or availability.
e.g. government public health campaigns; HSE advertising.
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e.g. government public health campaigns; HSE advertising.
Competitive Advertising
Directly compares the product against rival brands to highlight its superiority.
e.g. Pepsi vs Coca-Cola taste test ads.
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e.g. Pepsi vs Coca-Cola taste test ads.
π Place β Channels of Distribution
Traditional Channel
Manufacturer β Wholesaler β Retailer β Consumer.
Suits mass-produced goods. e.g. soft drinks distributed through Musgrave Group to shops.
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Suits mass-produced goods. e.g. soft drinks distributed through Musgrave Group to shops.
Alternative Channel
Manufacturer β Retailer β Consumer.
Cuts out the wholesaler. e.g. TVs sold directly from manufacturer to Harvey Norman.
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Cuts out the wholesaler. e.g. TVs sold directly from manufacturer to Harvey Norman.
Direct Channel
Manufacturer β Consumer.
No intermediaries β often e-commerce. e.g. ordering direct from company website. Maximises profit margin.
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No intermediaries β often e-commerce. e.g. ordering direct from company website. Maximises profit margin.
Agent Channel
Manufacturer β Agent β Consumer.
Agent acts on behalf of manufacturer without taking ownership. e.g. insurance brokers selling policies.
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Agent acts on behalf of manufacturer without taking ownership. e.g. insurance brokers selling policies.
4 Factors When Choosing a Channel
Profit Margin
The more intermediaries involved, the less profit per item the manufacturer earns. Direct channel maximises margin.
e.g. Ryanair cut travel agents to increase revenue per ticket.
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e.g. Ryanair cut travel agents to increase revenue per ticket.
Type of Good
Perishable goods suit direct/short channels (e.g. fresh fish direct to retailer); mass-produced goods suit the traditional channel through a wholesaler.
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Market Size
Lower volume, job-production goods suit a direct channel; high-volume products suit traditional channels to reach mass markets.
e.g. Cadbury distributes through Musgrave to reach all shops.
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e.g. Cadbury distributes through Musgrave to reach all shops.
Technology / Online
Strong social media following or website allows direct selling.
e.g. Spotlight Oral Care sells direct online and through retailers. New platforms like Uber Eats create new distribution options.
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e.g. Spotlight Oral Care sells direct online and through retailers. New platforms like Uber Eats create new distribution options.
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2018 Q7(A)
Draw the PLC + explain each stage + two methods to extend it. (25)
βΌ
(i) Draw a product life cycle diagram and explain each stage. (19 marks β diagram 9m + 5 Γ 2m)
(ii) Outline two methods a business could use to extend the product life cycle. (6 marks β 2 Γ 3m)
(ii) Outline two methods a business could use to extend the product life cycle. (6 marks β 2 Γ 3m)
βοΈ Part (i) β 5 Stages
Introduction: The product is launched onto the market. Sales are low, marketing costs are high. Aim is to create product awareness. Cash flow is a heavy drain at this stage.
Growth: Customer awareness increases, sales rise rapidly. Profits begin to rise. Aim is to maximise market share. Cash flow improves significantly.
Maturity: Sales are at their peak. Product is well established. Profits are maximised. The business defends market share. Cash flow is excellent.
Saturation: Sales begin to level off. The market has been fully exploited, new entrants appear. Planning is needed to prevent a full decline.
Decline: Many competitors and new products cause sales to fall. Profits decline. Business may cut prices, phase out the product or make a loss.
βοΈ Part (ii) β Two Methods to Extend (use a different P each time β οΈ)
Product: Introduce new features, flavours or sizes to attract new customers and re-engage existing ones. e.g. Coca-Cola launched Coca-Cola Zero and new flavours to extend the brand's life cycle.
Place: Find a new channel of distribution β e.g. sell online to attract a worldwide audience or enter new geographic markets not previously targeted.
π Key rule: When extending the PLC you must use a different P each time β two Price or two Product strategies will not earn full marks. The MS explicitly states "two different elements of the marketing mix required."
Diagram marks (9m): Title + Time axis + Sales axis + correct S-shaped curve + each stage labelled.
Diagram marks (9m): Title + Time axis + Sales axis + correct S-shaped curve + each stage labelled.
2024 Q8(A)
Explain premium pricing + outline factors when deciding price. (20)
βΌ
(i) Explain the term premium pricing. (5 marks β 2+3)
(ii) Outline the factors businesses may consider before deciding on a price. Provide examples. (15 marks β 3 Γ 5 (2+2+1))
(ii) Outline the factors businesses may consider before deciding on a price. Provide examples. (15 marks β 3 Γ 5 (2+2+1))
βοΈ Part (i) β Premium Pricing
Premium Pricing: Setting a higher price to project an image of superiority and quality. Consumers associate the high price with high quality β used to target customers with higher disposable incomes. e.g. Rolex watches are priced at a premium to signal luxury.
βοΈ Part (ii) β Three Factors (2+2+1 = Factor + Explanation + Example)
Input Costs: The cost of raw materials, wages and rents must be covered by the selling price. If input costs rise, the business must increase prices to maintain its profit margin. e.g. rising grain prices force bread manufacturers to increase prices.
Competitors: A business must consider its competitors' pricing when setting its own price. Setting a price too high loses customers to rivals; too low may signal inferior quality. e.g. Aldi and Lidl force established supermarkets to match lower prices.
Demand: If demand increases, firms may increase prices to match β and vice versa. e.g. concert ticket prices rise when an event sells out or when resale demand is high.
π MS: (i) 5m (2+3). (ii) 3 Γ 5m (2+2+1) β Factor + Explanation + Example. The (+1) mark per factor is the example β always provide a named business or product example. Other valid factors: consumers (expectations and willingness to pay), legal regulations (VAT, tariffs, exchange rates).
2024 Q8(B)
ASAI + Generic vs Persuasive + Advertising medium for named business. (25)
βΌ
(i) What do the letters ASAI stand for? (4 marks)
(ii) Distinguish between generic advertising and persuasive advertising. (10 marks β 2 Γ 5 (2+3))
(iii) Outline an advertising medium you would recommend for two of the following: Rolex Watches | Adare Manor Hotel | Prime Hydration drinks. (11 marks)
(ii) Distinguish between generic advertising and persuasive advertising. (10 marks β 2 Γ 5 (2+3))
(iii) Outline an advertising medium you would recommend for two of the following: Rolex Watches | Adare Manor Hotel | Prime Hydration drinks. (11 marks)
βοΈ Part (i)
ASAI = Advertising Standards Authority of Ireland β the independent body that regulates advertising standards in Ireland.
βοΈ Part (ii) β Generic vs Persuasive
Generic Advertising: Promotes a product category rather than a specific brand β all producers benefit. e.g. The National Dairy Council encouraging the consumption of milk benefits all dairy producers, not one specific brand.
Persuasive Advertising: Attempts to entice the consumer that they need the product by appealing to emotions or desires. e.g. L'OrΓ©al "Because You're Worth It" persuades consumers their hair will be healthier by using their specific products.
βοΈ Part (iii) β Advertising Medium + Reason
Rolex Watches β Print advertising / golf/tennis TV sponsorship: Target market is high-income earners. Rolex should advertise in luxury airline magazines and sponsor prestigious events like The Masters or Wimbledon β reaching affluent consumers who attend or watch these events.
Prime Hydration Drinks β Social media / YouTube / TikTok: Target market is young consumers (teens/early 20s). Digital advertising on TikTok, YouTube and Instagram reaches this demographic where they consume media β aligned with the brand's influencer origins (KSI and Logan Paul).
π MS: (i) 4m. (ii) 2 Γ 5m (2+3). (iii) 6m (3+3) + 5m (3+2). For advertising medium questions: always state the medium clearly, then explain why it suits the specific target market of that named business β the reason must link medium to target market.
2022 Q8(A)
Channel of distribution β explain, diagram, two implications. Spotlight Oral Care. (25)
βΌ
Spotlight Oral Care distributes through both online selling and retailers in Europe, the UK and the US.
(i) Explain the term channel of distribution. (5 marks)
(ii) Draft a diagram of a channel Spotlight might use. (6 marks)
(iii) Outline two implications of using this channel. (14 marks β 2 Γ 7 (2+3+2))
(i) Explain the term channel of distribution. (5 marks)
(ii) Draft a diagram of a channel Spotlight might use. (6 marks)
(iii) Outline two implications of using this channel. (14 marks β 2 Γ 7 (2+3+2))
βοΈ Part (i) β Definition
Channel of distribution: The route taken to get a product from the manufacturer to the final consumer, which may involve intermediaries such as wholesalers, retailers or agents.
βοΈ Part (ii) β Alternative Channel Diagram
Manufacturer (Spotlight Oral Care) β Retailer (Boots/Pharmacies) β Consumer
This is the Alternative Channel β cuts out the wholesaler, giving Spotlight more control over presentation and pricing in-store.
This is the Alternative Channel β cuts out the wholesaler, giving Spotlight more control over presentation and pricing in-store.
βοΈ Part (iii) β Two Implications
Greater control over branding: By selling through selected retailers rather than wholesalers, Spotlight Oral Care maintains more control over how the product is displayed, marketed and priced in-store β protecting their premium brand image.
Reduced profit margin: Using retailers means the retailer takes a margin on each unit sold, reducing the profit Spotlight earns per product compared to selling direct to consumers online.
π MS: (i) 5m. (ii) 6m (diagram with labels). (iii) 2 Γ 7m (2+3+2). The business (Spotlight Oral Care) must be referenced β it carries its own mark. "For Spotlight Oral Care this meansβ¦" earns the application mark. The ABQ version of this question requires a direct quote from the passage to earn link marks.
2020 Q7(A)
Illustrate the benefits of branding. (20)
βΌ
Illustrate the benefits of branding as a marketing tool for a business, providing examples to support your answer. (20 marks β 4 Γ 5 (2+3))
βοΈ Four Benefits β Illustrate = definition + example each time
Differentiates the product: A strong brand sets the product apart from competitors in a crowded market. e.g. Apple's brand identity distinguishes its products from cheaper Android alternatives even when features are comparable.
Charge higher (premium) prices: A well-known brand allows a business to use premium pricing because consumers associate it with quality. e.g. customers pay significantly more for a Rolex than a similar unbranded watch.
Advertise the brand not the product: Once established, the business can advertise the brand name and new products benefit instantly. e.g. any new product under the Cadbury brand benefits from decades of consumer trust.
Target different market segments: A strong brand can be extended across different segments using the same brand equity. e.g. Kellogg's markets Coco Pops to children and Special K to health-conscious adults.
π MS: 4 Γ 5m (2+3). Illustrate = definition + example. Each point needs a real named example β generic statements without examples will not earn the full mark allocation. State the benefit clearly first (active heading) then explain and illustrate.
The following topics are identified as 2026 must-knows for Chapter 17: Marketing Mix based on past paper frequency and the 2026 trend master sheet.
Product Life Cycle β draw, explain stages, extend it Hot
Listed as a 2026 must-know. Long question format appeared in 2018 Q7(A) (25m), 2015 Q5(A) (25m), 2011 Q7(B) (25m), 2007 Q6(A) (20m). Short questions appeared in 2022 SQ3, 2020 SQ9. Key rule: when extending the PLC use a different P each time β this is specifically tested. Diagram marks: Title + Time axis + Sales axis + S-curve + each stage labelled. Past papers: 2018, 2015, 2011, 2007.
Listed as a 2026 must-know. Long question format appeared in 2018 Q7(A) (25m), 2015 Q5(A) (25m), 2011 Q7(B) (25m), 2007 Q6(A) (20m). Short questions appeared in 2022 SQ3, 2020 SQ9. Key rule: when extending the PLC use a different P each time β this is specifically tested. Diagram marks: Title + Time axis + Sales axis + S-curve + each stage labelled. Past papers: 2018, 2015, 2011, 2007.
Benefits of branding / own brand goods / packaging Hot
Listed as a 2026 must-know. Branding benefits appeared in 2020 Q7(A) (20m), 2016 Q7(C) (20m), 2010 Q7(C) (25m). Own brands appeared in 2011 SQ1. Packaging factors appeared in 2019 Q7(C) (15m), 2022 Q8(B). Illustrate = definition + example β always give a named Irish or international brand. Past papers: 2020 Q7(A), 2016 Q7(C), 2010 Q7(C), 2019 Q7(C).
Listed as a 2026 must-know. Branding benefits appeared in 2020 Q7(A) (20m), 2016 Q7(C) (20m), 2010 Q7(C) (25m). Own brands appeared in 2011 SQ1. Packaging factors appeared in 2019 Q7(C) (15m), 2022 Q8(B). Illustrate = definition + example β always give a named Irish or international brand. Past papers: 2020 Q7(A), 2016 Q7(C), 2010 Q7(C), 2019 Q7(C).
Price β strategies and factors affecting price Hot
Listed as a 2026 must-know. 2024 Q8(A) asked premium pricing + factors (20m). 2019 Q7(A) factors + suitable strategy (25m). Short questions on matching pricing types appeared in 2023 SQ6, 2020 SQ1. Know all 8 strategies with examples and all 5 factors. The "suitable strategy for a given product" question requires linking strategy to context. Past papers: 2024 Q8(A), 2019 Q7(A), 2017 Q7(B), 2013 Q7(C).
Listed as a 2026 must-know. 2024 Q8(A) asked premium pricing + factors (20m). 2019 Q7(A) factors + suitable strategy (25m). Short questions on matching pricing types appeared in 2023 SQ6, 2020 SQ1. Know all 8 strategies with examples and all 5 factors. The "suitable strategy for a given product" question requires linking strategy to context. Past papers: 2024 Q8(A), 2019 Q7(A), 2017 Q7(B), 2013 Q7(C).
Channels of distribution β ABQ format with implications Hot
Listed as a 2026 must-know. Appeared in 2022 Q8(A) (Spotlight Oral Care, 25m), 2018 Q7(C) (direct channel, 15m), 2014 Q7(B) (20m), 2012 Q7(A) (20m). ABQ format requires: explain the channel, diagram with labels, two implications linked to the named business. A direct quote from the passage earns the link mark. Past papers: 2022 Q8(A), 2018 Q7(C), 2014 Q7(B).
Listed as a 2026 must-know. Appeared in 2022 Q8(A) (Spotlight Oral Care, 25m), 2018 Q7(C) (direct channel, 15m), 2014 Q7(B) (20m), 2012 Q7(A) (20m). ABQ format requires: explain the channel, diagram with labels, two implications linked to the named business. A direct quote from the passage earns the link mark. Past papers: 2022 Q8(A), 2018 Q7(C), 2014 Q7(B).
Advertising β types, ASAI, advertising medium for named business Watch
2024 Q8(B) asked ASAI + generic vs persuasive + recommend medium for named business (25m). 2022 Q8(C) types of advertising. Know ASAI = Advertising Standards Authority of Ireland. For medium questions: always link medium to target market. Know all 4 types: generic, persuasive, informative, competitive. Past papers: 2024 Q8(B), 2022 Q8(C), 2014 Q7(A).
2024 Q8(B) asked ASAI + generic vs persuasive + recommend medium for named business (25m). 2022 Q8(C) types of advertising. Know ASAI = Advertising Standards Authority of Ireland. For medium questions: always link medium to target market. Know all 4 types: generic, persuasive, informative, competitive. Past papers: 2024 Q8(B), 2022 Q8(C), 2014 Q7(A).
Promotion β PR role and methods; sales promotions Watch
PR appeared in 2019 Q7(B) (20m), 2015 Q7(B) (20m). Sales promotions appeared in 2024 Q8(C) (15m), 2016 Q7(B) (15m). PR is not advertising β it is about reputation. Know the distinction. Sales promotions = short-term gimmicks. Know at least 5 types with examples. Past papers: 2024 Q8(C), 2019 Q7(B), 2016 Q7(B), 2015 Q7(B).
PR appeared in 2019 Q7(B) (20m), 2015 Q7(B) (20m). Sales promotions appeared in 2024 Q8(C) (15m), 2016 Q7(B) (15m). PR is not advertising β it is about reputation. Know the distinction. Sales promotions = short-term gimmicks. Know at least 5 types with examples. Past papers: 2024 Q8(C), 2019 Q7(B), 2016 Q7(B), 2015 Q7(B).
PLC Extension β οΈ
Use a different P each time
When asked to outline two methods to extend the Product Life Cycle, you must use two different elements of the marketing mix β one Product strategy and one Promotion strategy, for example. Using two Price strategies or two Product strategies loses marks. The MS explicitly states "two different elements of the marketing mix required."
β Product (new flavours) + Place (sell online)
β Price (reduce price) + Price (bundle pricing)
β Price (reduce price) + Price (bundle pricing)
ABQ β Marketing Mix
State β Explain β Direct Quote
In ABQ questions on the 4 P's, each element earns marks for: naming and defining the P, explaining it with keywords, and a direct word-for-word quote from the passage that links your answer to the text. The quote earns 2 marks β never skip it. State the element, develop it fully, then quote.
"Price β Penetration Pricing β a low price to build market share β 'It charges a reduced subscription for the first six months to new customers.'"
Advertising Medium
Link medium to target market
When recommending an advertising medium for a named business, you must: (1) name the medium clearly, (2) explain why it suits this specific business by linking it to the target market. A medium recommendation without the target market reason earns 0 for the reason mark.
"Prime Hydration β TikTok/YouTube. Reason: target market is young consumers (16β25) who consume media on social platforms β Prime was built by YouTubers KSI and Logan Paul."
Channels of Distribution
Define β Diagram β Implications
Channel questions follow a 3-part structure: (1) define "channel of distribution" precisely β the route from manufacturer to consumer, (2) draw a labelled diagram showing the correct sequence, (3) give two implications linked to the named business. Each implication needs the business referenced by name.
"Spotlight Oral Care β Retailer β Consumer (Alternative Channel). Implication: Spotlight retains more control over brand presentation in-store than if they used a wholesaler."