TASK B

TASK B: Include an item of promotional material you have produced for the organisation, designed to attract a particular target market.

Teachers tips
- your promotional material must be innovative and creative (something different)
- it must clearly show who the target market is do this by matching images, words and and graphics relevant to the target market
- the promotional material should be printed in colour

Promotional Materials

A wide range of promotional materials are used by organisations. Some examples of promotional materials are below:

1.Brochures and Leaflets
2.Advertisements e.g. posters and flyers
3.Merchandise
4.Videos
5.Press releases
6.Internet sites

Advertisements use different media such as:

1. Radio
2. Television (terrestrial, satellite and cable)
3. Cinema
4. Teletext
5. Newspapers
6. Magazines
7. Billboards
8. Internet
9. Buses, trains and other forms of transport
10. Sports venues

Producing the Promotional Material

Whatever type of promotional material is used, it needs to be planned. You have to select the appropriate content. This varies depending on the purpose and audience (target market) for example,
• if you are promoting a new ride do you give details of all of the rides?
• if it is for over 55s do you give details of all the facilities for young children?

As well as information about the product, the content should also include relevant information about costs and access.

You then need to think about the space available:
• if it is an advert you are not limited by space except that the more space you use the more it will cost so cost can determine space,
• for radio and TV advertising, space is time.
Structure - you have to think about the order in which you present the information.
• What comes first?
• What goes at the end?

Usually you will focus on what you are trying to promote. Information about costs and access has less emphasis and will often be at the end.
Once you have decided on the content and structure, you have to think about how you communicate this information:
• Will it all be in writing or will there be images?
• What information will be represented by images?
• What type of images?
• Does the target market suggest some images are more appropriate then others?

You will also have to think about the style and tone of the words that are used.

Again, you have to think about your target market:
• would under 5s be able to read detailed information with lengthy technical terms?
• would business people be happy with information that is simplistic and basic?

This planning process doesn’t only apply to advertisements. Advertisements are only one type of material. The same amount of planning needs to be given for posters, leaflets, press releases, websites, merchandise etc.

All of this planning is to make sure you produce promotional material that is effective – that makes people aware of what you are selling. Key questions are:
• will more people buy your product?
• will more people attend your event?

What should you promotional material promote?

Need ideas! Thorpe Park has 3 new products planned for 2007. Click here to find out more.

Writing frame to explain your promotional material

Teacher tip
- use the following writing frame to justify your promotional material, make sure you have read all the information above first!

DOWNLOAD Task B Writing Frame

My (promotional material) is designed to promote....

I got the idea from....

In my (promotional material) I have included....

The target market it attracts is....

You can see this because....

The reasons I have decided to design my (promotional material) like this is because ....

The type of information I have included in my promotional material is....

I felt this was important to include because....