Grade 11 · CAPS

Grade 11 Marketing

Tourism practice questions and a worked example

This topic covers how a real tourism business promotes itself: above-the-line techniques (television, print, radio) versus below-the-line ones (sales promotions, personal selling), the costs that make up a marketing budget, and matching a promotional term (like "billboard" or "brochure") to its real description. Practice questions here are drawn from a real November exam paper's own Travelstart promotional campaign, not invented adverts.

Worked example

6.1 Identify the tourism business responsible for the promotional campaign. (1)

Answer

Travelstart

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Question 1 of 3

1.1.10 An example of a below-the-line promotional technique:
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More practice questions

Explore additional Grade 11 Marketing questions.

  • 2
    6.3 The tourism business makes use of two advertising techniques in their marketing campaign. Name: 6.3.1 ONE above-the-line technique (2)
  • 3
    6.3.2 ONE below-the-line technique (2)
  • 4
    6.4 Suggest ONE reason for the tourism business not to consider renting space/time on television for their marketing campaign. (2)
  • 5
    6.5 Motivate TWO personnel costs that would have been included in the budget for the above-mentioned promotional campaign. (2 x 2) (4)

Common mistakes

  • Treating "electronic advertising" (web-based, still above-the-line) as automatically below-the-line just because it is digital -- the above/below-the-line split is about whether the medium is a conventional mass-media channel, not whether it is online. Learners also often forget that a below-the-line technique targets an individual customer directly (a sales promotion, a discount) rather than a mass audience.

More Grade 11 Tourism topics

Marketing in other grades

Aligned to CAPS Grade 11 Tourism — Marketing. Curriculum source: CAPS for the FET Phase, Department of Basic Education.

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