[Figure 4] Use the information in Fig. 4 to help you to answer the following questions.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2013). The mark or mark type is shown in brackets.

1. [1] (a) (i) One mark for 7 for the price of 5/$1 instead of $1.50
2. [1] (a) (ii) One mark for 'Food you can Trust'/Delicious cakes topped...
3. [2] (b) Any two points × 1 mark each or one well developed point × 2 marks – there is no mention of a group of organisations in the same trade in the advert; a particular kind of biscuit is being advertised not an overall product such as biscuits; there is no attempt to stimulate demand for the product in general; there is a company name/brand name on the packaging; any other relevant point
4. [2] (c) Any two functions × 1 mark each – to give information about the product; to enable the label to be screened at the check-out; to speed up the process of payment at the check-out; to save pricing goods individually; to enable information to be passed by computer about flow of sales; and checks on stock levels; and so activate re-order levels; any other relevant function
5. [4] (d) Any four points × 1 mark each – find the receipt; take back the packet and receipt to the shop; ask for a replacement; ask for a refund; eat the biscuits/do nothing; ask the shop to check on the rest of the stock; phone the telephone number on the packaging; any other relevant point 0 marks for sue the shop/go to the police/go to a consumer organisation
6. [4] (e) Any three points × 1 mark each and 1 mark for an example – advertising techniques; to associate a product with something that the consumer can relate to; concerned with how the advert is presented to the consumer; devices may be concerned with the content of the advert; or the tone of the advert; or the sound effects used in the advert; examples such as colour/cartoons/emotional appeal/affluence/romance/physical attraction/fear/cleanliness/ambition/hero worship/music; any other relevant point
7. [6] (f) Level 2 (4-6 marks) Has discussed the statement and has given a reasoned opinion. (If a candidate has presented a one-sided argument, award 4 marks max.) Advertising is part of promotion. Advertising of goods is often necessary so that consumers will recognise the products. Advertising informs consumers about products and persuades them to buy. Advertising and promotion are often needed in a competitive market to maintain sales of a particular product. They may be used to launch a new product, to establish a brand name and to develop brand loyalty. They may be used to remind consumers of an existing product and to counter the advertising of a competitor. Advertising is very expensive and can be wasteful of resources if used unwisely. There are some markets where products sell themselves or where there are few producers. In the market for petrol, the demand for petrol is governed by the use of motor vehicles. Advertising has little influence on increasing demand for petrol. Many small businesses cannot afford to spend much on advertising and promotion. They have to rely on word of mouth and the loyalty of customers to sell their products. They still survive so it is not always necessary to advertise in order to sell. Level 1 (1-3 marks) Has commented on advertising and/or promoting goods with/without an opinion. Advertising aims to inform and persuade people to buy. If there were no advertising, many goods would not be sold. People would not know about these goods. It is necessary to advertise and promote in order to sell.