The advertising staff of a multinational company that manufactures toothpaste are planning an advertising campaign for a new brand of toothpaste. They are discussing the following: • advertising coverage • media to be used • methods of appeal.

Mark scheme

Marking points from the official mark scheme (May/June 2011). The mark or mark type is shown in brackets.

1. [2] (a) Any two points × 1 mark each or one point explained × 2 marks: how many people the advertising is designed to reach/target market/customers targeted; may be local, national or international area; example - poster will cover a local area/television will give nationwide cover. Any other relevant point.
2. [3] (b) One mark for an effective medium and two reasons × 1 mark each: television – mass media, can demonstrate use of toothpaste, can be repeated; billboards - colour, relatively cheap; magazines - colour, detailed information, lasts for some time; packaging - may attract attention, can give information, can show brand; newspapers – can be repeated, detailed information, can appear in special section; Internet/website – international, colour, cheap in terms of coverage. Any other relevant medium with reasons (must appeal to mass audience). NB cheaper and more local media such as flyers and posters = 0 marks. Promotion techniques = 0 marks.
3. [2] (c) (i) Any two points × 1 mark each: a way/technique/method/device used for attracting consumers; by the content of the advertisement; or actions shown in the advertisement; may play on the emotions of the consumer; example which may also be repeated in (c)(ii). Any other relevant point.
4. [1] (c) (ii) Any one method of appeal × 1 mark: health, shiny teeth, famous person brushing teeth, colour, success, comedy, ambition, sex, romance. Any other relevant method of appeal suitable for toothpaste.
5. [1] (d) (i) One mark for SMILEY.
6. [2] (d) (ii) Any two reasons × 1 mark each or one explained reason × 2 marks: so that people can recognise the product; the brand is likely to be a guarantee of a certain quality; to create brand loyalty; to aid self-service; to differentiate between brands; to attract customers (1) away from competitors (1); to increase sales/profits. Any other relevant reason.
7. [3] (d) (iii) Any reasons well explained up to 3 marks: The advertisement is persuasive (1) because it promises buyers white teeth and white smiles as well as claiming that use of the toothpaste will mean no more tooth decay and gum disease. The advertisement may be considered informative (1) because it mentions gum disease and gum decay but it does not give information about how these will be reduced. NB accept answers that argue that the advertisement could be both. Any other relevant point.
8. [6] (e) Level 2 (4-6 marks) Candidate has discussed the advertising campaigns undertaken by a multinational company and a sole trader and has given a reasoned opinion. (If a candidate has discussed only one of the two advertising campaigns award 4 marks max.) Both businesses will need to advertise in order to inform and persuade people to buy their products or services. A multinational company will wish to cover a very large area, possibly with international coverage. A sole trader is likely to target a small area around the business. A multinational will have a large advertising budget and will probably use mass media such as television and newspapers as well as a website on the Internet. A sole trader will have a small budget and the cost of advertising will be a major concern. The sole trader will use media such as leaflets, posters, window displays and also rely on word of mouth. It will depend on the type of goods or services being sold. A multinational is likely to use an advertising agency and make use of sophisticated techniques and methods of appeal in the advertising. Films may be made, famous people may be hired to promote the product and a number of media will be used. Advertisements will be repeated and the target audience will be carefully studied. The sole trader will rely on his/her own expertise and may produce the advertising material. The sole trader may, however, also have a website. It is likely, therefore, that the two advertising campaigns will differ greatly but they could be equally successful. Level 1 (1-3 marks) Candidate has commented on the advertising campaigns of one or both kinds of business with/without an opinion. A multinational is likely to use mass media. A sole trader will use advertising that is cheap and seen by people local to the business. A multinational will target lots of people over a wide area. A sole trader will try to reach people living around the business. For these reasons the advertising campaigns will be very different.