|⏰ Timing||▶ Command Word||% Final Grade|
|12 mins||Analyse|| 16 %|
(2 on Paper 2)
There are two 8 mark analysis questions on paper 2, so that’s over a quarter of the total marks for the paper or 16% of your final AS grade.
To secure all of the marks we must build 2 chains of analysis, with a knowledge point, applied to the business in the case study, followed by analysis and DEVELOPED analysis.
⭐⭐⭐Pro Tip – Developed Analysis⭐⭐⭐
If you have time at the end of the exam it can be helpful to re-read and review your answer, to ensure each paragraph has secured marks for developed analysis.
✍🏽 Exemplar Question and Solution 💡
(c) Analyse one above the line promotional method and one below the line promotional method which F5G could use to gain new customers. 
Above the line – TV advertising. 30-second commercials can highlight the benefits of 5G coverage which can stimulate interest in upgrading to F5G across the whole country. Although, TV advertising is expensive the reach is large and price per customer is low, so their message can reach many new customers.
Below the line – leaflets. Can target areas with 5G coverage, so ineligible consumers aren’t targeted. This means the marketing budget will be more cost-effective. Therefore, F5G can focus their marketing directly on the consumers who can access the services and are most likely to switch to F5G, leading to more new customers.