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Business Studies IGCSEPDF 18
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Advertising:
Paid communication to inform or persuade customers to buy a product.
Informative advertising:
Advertising that gives detailed information about a product’s features and uses.
Persuasive advertising:
Advertising designed to convince customers that they need a particular product.
Sales promotion:
Short-term incentives such as discounts, free samples, or competitions to boost
sales.
● Personal selling:
Using sales representatives to directly communicate and persuade potential
customers.
● Public relations (PR):
Promotional activities that aim to improve a business’s image and build good
relationships with the public.
● Sponsorship:
Paying to associate a brand with an event, team, or individual to gain publicity.
● Target audience:
The specific group of consumers at whom a product or advertisement is aimed.
● Social media marketing:
Using social media platforms to promote products and interact with customers.
● Viral marketing:
Encouraging customers to share information about a product online, spreading
brand awareness rapidly.
● Marketing strategy:
A long-term plan combining the elements of the marketing mix to achieve
marketing objectives.
➢ Unit 4: Operations Management
● Operations management:
The process of converting inputs (like raw materials and labour) into finished
goods and services efficiently.
● Production:
The process of creating goods and services using resources such as labour,
machinery, and raw materials.