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Free response · 2.7 Promotion and Marketing Communications
Exam-style concept-application task: apply the topic to a new business scenario. Suggested time 12–13 minutes.
FRQ 3 — Concept application (3 points)
Nova Tutors is launching a $400-per-semester SAT prep course for high-school juniors in one city. The decision is usually made by parents after comparing several programs. Nova has $2,000 for promotion. It is considering: (1) a citywide radio ad; (2) free 45-minute information sessions at which a tutor explains the course and answers parents' questions; (3) a $50-off coupon for families who enroll within two weeks of a session; (4) targeted online ads shown to parents of 16–17-year-olds in the city; (5) pitching a local news site a story about Nova's free tutoring for low-income students.
(A) Identify the promotional-mix tool represented by option (2) and explain why it fits how parents make this decision. 1 pt
(B) Classify options (3) and (5) and explain the purpose of each in the campaign. 1 pt
(C) Compare options (1) and (4) using the framework's points about digital marketing, and recommend how Nova should allocate its $2,000. 1 pt