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Assess the likely benefits to Jack's if it only advertises locally using leaflets. - Edexcel - A-Level Business - Question 1 - 2022 - Paper 1
Question 1
Assess the likely benefits to Jack's if it only advertises locally using leaflets.
Worked Solution & Example Answer:Assess the likely benefits to Jack's if it only advertises locally using leaflets. - Edexcel - A-Level Business - Question 1 - 2022 - Paper 1
Step 1
Benefits of Local Leaflet Advertising
Answer
Advertising locally via leaflets can significantly benefit Jack's in several ways:
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Cost-Effectiveness: Local advertising through leaflets generally incurs lower production and distribution costs compared to national advertising through TV or newspapers, thereby conserving Jack's limited marketing budget.
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Targeted Messaging: By tailoring offers in leaflets to the local community, Jack's can better cater to the specific tastes and preferences of its customers, increasing the likelihood of customer engagement and purchase.
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Increased Visibility in the Community: Local advertising can build brand awareness within the immediate vicinity, helping Jack's establish a presence and attract customers who might prefer shopping nearby.
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Convenience for Customers: Providing information through leaflets ensures that potential customers have easy access to offers and promotions, making it convenient for them to make purchasing decisions.
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Fostering Local Relationships: Engaging with the local community through familiar advertising methods can create a sense of connection and loyalty among customers.
Step 2
Counterarguments to Local Leaflet Advertising
Answer
While local leaflet advertising presents benefits, there are potential downsides to consider:
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Limited Reach: Leaflets are likely to be ignored by many consumers, which diminishes their effectiveness in capturing attention and may lead to low recall of the advertising message.
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Potential Irrelevance: The groceries promoted in these leaflets may not align with consumer needs or wants, resulting in targeted customers not finding anything of interest.
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Missed Opportunities with Broader Advertising: By relying solely on leaflets, Jack's misses the chance to utilize other media channels that could enhance brand visibility, such as social media, digital ads, or billboard advertising, which could reach a larger audience and attract more customers.
Step 3
Final Assessment
Answer
In conclusion, while local leaflet advertising may be a practical approach for Jack's in terms of cost and local engagement, it is crucial for the company to balance this strategy with other forms of advertising to maximize outreach and ensure effectiveness. A mixed advertising strategy could ensure that Jack's not only retains its cost-effective approach but also expands its customer base effectively.