2025-2026 BTEC Business Unit 2 (DISTINCTION*)
Developing a Marketing Campaign - Learning Aim A
Slogan -: answers :-A catchy phrase or statement that designed to communicate
the brand values and be remembered by the target market
Marketing message -: answers :-A full explanation of the what the organisation
is trying to communicate to different stakeholders. It describes how the business
wants the different stakeholders to feel.
Product -: answers :-The physical item or service exchanged for money between
the buyer and seller.
USP -: answers :-It stands for Unique Selling Proposition or Point. It's the
features of the product or service that differentiate it from the competition.
Media -: answers :-Means of mass communication (broadcasting, publishing,
and the internet).
Leaflets -: answers :-Printed sheet of paper containing information or
advertising and usually distributed free.
Magazine advert -: answers :-Print ads which appear in magazines - likely to be
in colour and have longevity compared to newspapers.
,Local newspaper/magazine -: answers :-Daily, weekly or monthly publications
for a specific geographical location.
National newspaper -: answers :-Means advertising your business through ads
on publications/newspapers in print or digital form. Newspaper advertising has
been one of the oldest and widespread forms of advertising. National newspaper
adverts have high reach.
Billboards -: answers :-A large outdoor board for displaying advertisements; also
known as a hoarding. Useful for Guerilla marketing campaigns.
Bus sides -: answers :-Adverts placed on bus sides or ends. Bus advertising
belongs to the so-called OOH section of advertising (out-of-home) which refers to
any promotional materials that aim to catch customers outdoors or when they are
not at home.
Train station -: answers :-Can refer to posters or bill boards at train stations.
Also an example of OOH advertising. Also known as transit advertising which is
outdoor media placed in or on any mode of public transportation.
Events/conferences -: answers :-A formal meeting of people with a shared
interest, typically one that takes place over several days.
Digital/Social media -: answers :-Social media advertising is a type of digital
marketing that utilizes social networks such as Facebook, Twitter, and Instagram to
deliver paid ads to target audiences. Social media ads are a quick and effective
way to connect with consumers and boost marketing campaigns.
,TV advert -: answers :-Television advertising refers to the process of creating
and airing commercials on television with the aim to promote a product or
service.
Budget -: answers :-Sets out how much money is allocated to the spending on
different media during a campaign
Marketing Budget -: answers :-Sets out how much money is allocated to the
marketing function and how it is intended to be spent e.g. on different media and
staffing.
Timeline/Gantt Chart -: answers :-A chart in which a series of horizontal lines
shows the amount of work done in certain periods of time
Technological process -: answers :-Consists of information technology and
solutions that are used for managing business processes and executing business
transactions, i.e. systems that support day-to-day business operations
Electronic process -: answers :-The process of e-business spans the entire value
chain which involves cooperating with business partners, processing orders
electronically, electronic purchasing, handling customer service and supply chain
management.
Indirect feedback -: answers :-Customer input that a business didn't solicit but
can access for analysis. For example, customer service interactions, social media
comments, and verbatim text are all valuable sources of indirect feedback.
, Direct feedback -: answers :-A direct channel enables customers to provide
feedback by sending a text message, completing a web form or sending an email.
Other examples of direct response digital marketing could include hosting
webinars, running search ads, creating a podcast, and hosting a Twitter chat. Each
of these digital channels allows you to create an offer to which your audience
must immediately respond.
Physical Environment -: answers :-Element of the marketing mix refers to the
physical environment experienced by the customer. This could mean the design
and layout of a shop or website.
Returns procedures -: answers :-A set of rules a retailer creates to manage how
customers return and exchange unwanted merchandise they've purchased. These
policies tell customers what items can be returned and for what reasons, as well
as the timeframe over which returns are accepted.
Complaints process -: answers :-A prescribed method of lodging a complaint to
an institution. This might include: Developing a complaints policy, setting up a
complaints handling process, training staff in complaints handling and processing
all complaints. Thank the customer for complaining, say that you are sorry, put
yourself in your customer's shoes, get the facts first, correct the mistake, learn
from every complaint, always respond and listen to your staff.
Feedback from customers -: answers :-Information provided by customers
about their experience with a product or service. Its purpose is to reveal their
level of satisfaction and help product, customer success, and marketing teams
understand where there is room for improvement.
Developing a Marketing Campaign - Learning Aim A
Slogan -: answers :-A catchy phrase or statement that designed to communicate
the brand values and be remembered by the target market
Marketing message -: answers :-A full explanation of the what the organisation
is trying to communicate to different stakeholders. It describes how the business
wants the different stakeholders to feel.
Product -: answers :-The physical item or service exchanged for money between
the buyer and seller.
USP -: answers :-It stands for Unique Selling Proposition or Point. It's the
features of the product or service that differentiate it from the competition.
Media -: answers :-Means of mass communication (broadcasting, publishing,
and the internet).
Leaflets -: answers :-Printed sheet of paper containing information or
advertising and usually distributed free.
Magazine advert -: answers :-Print ads which appear in magazines - likely to be
in colour and have longevity compared to newspapers.
,Local newspaper/magazine -: answers :-Daily, weekly or monthly publications
for a specific geographical location.
National newspaper -: answers :-Means advertising your business through ads
on publications/newspapers in print or digital form. Newspaper advertising has
been one of the oldest and widespread forms of advertising. National newspaper
adverts have high reach.
Billboards -: answers :-A large outdoor board for displaying advertisements; also
known as a hoarding. Useful for Guerilla marketing campaigns.
Bus sides -: answers :-Adverts placed on bus sides or ends. Bus advertising
belongs to the so-called OOH section of advertising (out-of-home) which refers to
any promotional materials that aim to catch customers outdoors or when they are
not at home.
Train station -: answers :-Can refer to posters or bill boards at train stations.
Also an example of OOH advertising. Also known as transit advertising which is
outdoor media placed in or on any mode of public transportation.
Events/conferences -: answers :-A formal meeting of people with a shared
interest, typically one that takes place over several days.
Digital/Social media -: answers :-Social media advertising is a type of digital
marketing that utilizes social networks such as Facebook, Twitter, and Instagram to
deliver paid ads to target audiences. Social media ads are a quick and effective
way to connect with consumers and boost marketing campaigns.
,TV advert -: answers :-Television advertising refers to the process of creating
and airing commercials on television with the aim to promote a product or
service.
Budget -: answers :-Sets out how much money is allocated to the spending on
different media during a campaign
Marketing Budget -: answers :-Sets out how much money is allocated to the
marketing function and how it is intended to be spent e.g. on different media and
staffing.
Timeline/Gantt Chart -: answers :-A chart in which a series of horizontal lines
shows the amount of work done in certain periods of time
Technological process -: answers :-Consists of information technology and
solutions that are used for managing business processes and executing business
transactions, i.e. systems that support day-to-day business operations
Electronic process -: answers :-The process of e-business spans the entire value
chain which involves cooperating with business partners, processing orders
electronically, electronic purchasing, handling customer service and supply chain
management.
Indirect feedback -: answers :-Customer input that a business didn't solicit but
can access for analysis. For example, customer service interactions, social media
comments, and verbatim text are all valuable sources of indirect feedback.
, Direct feedback -: answers :-A direct channel enables customers to provide
feedback by sending a text message, completing a web form or sending an email.
Other examples of direct response digital marketing could include hosting
webinars, running search ads, creating a podcast, and hosting a Twitter chat. Each
of these digital channels allows you to create an offer to which your audience
must immediately respond.
Physical Environment -: answers :-Element of the marketing mix refers to the
physical environment experienced by the customer. This could mean the design
and layout of a shop or website.
Returns procedures -: answers :-A set of rules a retailer creates to manage how
customers return and exchange unwanted merchandise they've purchased. These
policies tell customers what items can be returned and for what reasons, as well
as the timeframe over which returns are accepted.
Complaints process -: answers :-A prescribed method of lodging a complaint to
an institution. This might include: Developing a complaints policy, setting up a
complaints handling process, training staff in complaints handling and processing
all complaints. Thank the customer for complaining, say that you are sorry, put
yourself in your customer's shoes, get the facts first, correct the mistake, learn
from every complaint, always respond and listen to your staff.
Feedback from customers -: answers :-Information provided by customers
about their experience with a product or service. Its purpose is to reveal their
level of satisfaction and help product, customer success, and marketing teams
understand where there is room for improvement.
