Client requirements and audience exam questions

20 OCR Creative iMedia R093 (J834) exam-style questions on Client requirements and audience (R093 Media industry - Factors Influencing Product Design), 47 marks in all. Answer them on paper or print them, then open the mark schemes and example answers to see how each is marked.

Name
Class
Suggested time	60 minutes

1Multiple choice1 mark

Which category of audience segmentation groups people by where they live?

[1 mark]

AAge
BGender
CIncome
DLocation

Mark scheme

Answer: (D) Location (1)

Guidance

Correct answer only

Example answers and how they were marked

Full marks1/1

D Location

Why: Correct option: location is the audience segmentation category based on where people live (1).

No marks0/1

A Age

Why: Age is a category of audience segmentation, but it groups people by age, not by where they live, so no mark.

No marks0/1

B Gender

Why: Gender is a category of audience segmentation, but it does not group people by where they live, so no mark.

2Multiple choice1 mark

Which is an example of an audience segmented by interests?

[1 mark]

AAge
BFilm fans
CIncome
DLocation

Mark scheme

Answer: (B) Film fans (1)

Guidance

Correct answer only

Example answers and how they were marked

Full marks1/1

B Film fans

Why: Correct option: being a film fan is an interest, so this audience is grouped by interests (1).

No marks0/1

A Age

Why: Near-miss: age is an audience segmentation category, but it is not an interest, so no mark.

No marks0/1

C Income

Why: Misconception: income is grouped by how much people earn, not by what they are interested in, so no mark.

3Multiple choice1 mark

Which category of audience segmentation groups people by their habits and the way they choose to live?

[1 mark]

AAge
BGender
CLifestyle
DOccupation

Mark scheme

Answer: (C) / Lifestyle (1)

Guidance

Correct answer only

Example answers and how they were marked

Full marks1/1

C Lifestyle

Why: Correct option: lifestyle is the category that groups people by their habits and the way they choose to live (1).

No marks0/1

A Age

Why: Near-miss: age is a real category of audience segmentation, but it groups people by how old they are, not by their habits and way of living, so no mark.

No marks0/1

D Occupation

Why: Misconception: confuses lifestyle with livelihood; occupation groups people by their job, not by their habits and way of living, so no mark.

4Multiple choice1 mark

A client brief from Ormsgill Pottery Studio says: 'The video must be finished by 14 March.' Which is the client requirement shown by this information?

[1 mark]

AAudience
BPurpose
CTimescale
DTheme

Mark scheme

Answer: (C) Timescale (1)

Guidance

Correct answer only

Example answers and how they were marked

Full marks1/1

C Timescale

Why: Correct option (1): 'finished by 14 March' is a deadline, so the client requirement is timescale.

No marks0/1

B Purpose

Why: Near-miss: purpose is what the video is for, not when it must be finished. 'Correct answer only' gives no mark.

No marks0/1

A Audience

Why: Misconception: audience is who the product is for; the brief line gives a deadline, not an audience, so no mark.

5Identify1 mark

Ellerby Theatre Company puts on plays and shows for families. It wants a poster to advertise its winter production.

The client brief for the poster states the theme. What is a theme in a client brief?

[1 mark]

Mark scheme

One from e.g.

Indicative content

An idea that runs through the product (1)
A topic/subject the product is based around (1)
A message or feeling the client wants the product to show (1)
An idea linked to the client's values or a product line, e.g. inspiration or empowerment (1)
Award credit for any other appropriate response

Guidance

Accept equivalent terminology

Do not accept: Purpose/type of product/style as these are different client requirements

Example answers and how they were marked

Full marks1/1

An idea that runs through the whole poster, such as winter or sport, so that everything in it is linked.

Why: Gives an idea that runs through the product (1).

No marks0/1

The purpose of the poster, which is to sell tickets for the show.

Why: This describes the purpose, a different client requirement, so no mark is awarded.

No marks0/1

The colours and fonts the client wants the poster to use, such as the logo colours.

Why: This describes the style and brand guidelines, a different client requirement, not a theme, so no mark is awarded.

6Complete the sentence1 mark

Complete the sentence. Write one word from the list in the space.

audience
content
genre
style
timescale

Blue Finch Theatre gives the for the project in its brief so the production team knows how much time it has to plan and make the poster.

[1 mark]

Mark scheme

Correct answer only

Indicative content

Timescale (1)

Guidance

Accept timescale / timescales / time scale

Spelling not important

Do not accept 'time' on its own

Example answers and how they were marked

Full marks1/1

timescales

Why: Names the client requirement in the list that sets how much time is available (1); the plural is accepted.

No marks0/1

time

Why: Too vague - does not name the client requirement from the list; no mark.

No marks0/1

content

Why: Chooses a different client requirement (what the poster contains) rather than the time available; no mark.

7Complete the sentence1 mark

Complete the sentence. Write one word from the list in the space.

commission
formal
informal
meeting
negotiated

Bramblefield Riding School pays a media company an agreed fee to make a video advert for its new lessons. The client brief format used is .

[1 mark]

Mark scheme

Indicative content

Commission (1)

Guidance

Correct answer only

Accept 'commissioned' and 'commission brief'

Spelling not important

Do not accept other client brief formats, e.g. formal, informal, meeting, negotiated, or words not on the list, e.g. contract.

Example answers and how they were marked

Full marks1/1

commission

Why: Names the client brief format where the client pays an agreed fee for a specific product (1).

No marks0/1

contract

Why: Describes a business arrangement rather than a client brief format from the list; no mark.

No marks0/1

negotiated

Why: Confuses paying an agreed fee with a brief where the requirements are discussed and agreed; no mark.

8Complete the sentence1 mark

Complete the sentence. Write one word from the list in the space.

commission
formal
informal
negotiated
written

A brief from Rookery Museum is official and sets out detailed requirements, deadlines and budget as part of a contract.

[1 mark]

Mark scheme

Correct answer only

Indicative content

Formal (1)

Example answers and how they were marked

Full marks1/1

formal

Why: Correct client brief format named (1).

No marks0/1

written

Why: Names another brief format; the sentence describes an official brief set out in a contract, which is formal; no mark.

No marks0/1

informal

Why: Gives the opposite type of brief, so no mark.

9Complete the sentence1 mark

Complete the sentence. Write one word from the list in the space.

audience
content
genre
style
theme

The client brief says the for the video is friendship, so every scene must show people helping each other.

[1 mark]

Mark scheme

Correct answer only

Indicative content

Theme (1)

Guidance

Do not accept other client requirements from the list, e.g. content, genre or style.

Example answers and how they were marked

Full marks1/1

theme

Why: Correct client requirement named (1).

No marks0/1

content

Why: Content is what is included in the product, not the central idea or subject; no mark.

No marks0/1

genre

Why: Genre is the type or category of product, a common confusion with theme; no mark.

10Identify2 marks

Cranmere Safari Park is a wildlife park that is opening a new rainforest enclosure. It has asked a production company to make a short video to play on screens in its visitor centre. The client brief states that the video must show the new enclosure to families who are planning a day out.

Identify two pieces of content that the client requires in the video.

[2 marks]

Mark scheme

Two from e.g.

Indicative content

Footage of the animals in the new enclosure (1)
Footage of the rainforest/enclosure (1)
Information about the animals (1)
Interviews with keepers/staff (1)
Interviews with visitors/families (1)
Narration/voiceover (1)
Captions/text describing the enclosure (1)
Footage of families enjoying the park (1)
Award credit for any other appropriate response

Guidance

Accept equivalent terminology

Do not accept: Families with children, as this is the target audience, not content

Do not accept: A video, as this is the type of product, not content

Example answers and how they were marked

Full marks2/2

1 Footage of the animals in the new enclosure

2 Interviews with the keepers

Why: Footage of the animals (1) and interviews with keepers (1), both content the client requires.

Some marks1/2

1 Footage of the rainforest enclosure

2 Families with young children

Why: Footage of the rainforest enclosure (1); families is the target audience, not content (0).

No marks0/2

1 A video

2 It must be 90 seconds long

Why: A video is the type of product (0) and 90 seconds is a timescale (0), so no content is given.

11Identify2 marks

Cornfield Garden Centre sells plants, tools and outdoor furniture. It has asked a media company to produce a short video advert to show on its website.

The client brief for the video states the garden centre's ethos. Identify two values that this ethos could include.

[2 marks]

Mark scheme

Two from e.g.

Indicative content

Environmentally friendly/sustainable (1)
Value for money/affordable prices (1)
Friendly and helpful service (1)
Family run/family friendly (1)
High quality products (1)
Supporting the local community (1)
Selling locally grown produce (1)
Award credit for any other appropriate response

Guidance

Accept equivalent terminology, e.g. 'green' for environmentally friendly

Do not accept: Other client requirements, e.g. audience, purpose, genre or timescale

Example answers and how they were marked

Full marks2/2

1 Environmentally friendly

2 Value for money

Why: Environmentally friendly (1) and value for money (1) are both ethos values listed in the mark scheme.

Some marks1/2

1 Friendly and helpful staff

2 To sell more plants

Why: Friendly and helpful service is a value, so is credited (1); selling more plants is a purpose, not a value, so no mark (0).

No marks0/2

1 Audience

2 Timescale

Why: Audience and timescale are other client requirements, not ethos values, so neither is credited.

12Identify2 marks

Saltmarsh Brewery makes soft drinks. It has asked a design agency to make a poster for its new range of drinks. The brewery has brand guidelines that the poster must follow.

Identify two elements of the house style that the brand guidelines could set out.

[2 marks]

Mark scheme

Two from e.g.

Indicative content

The logo and how it can be used (1)
The colour palette/colours/hex codes (1)
The typography/fonts/font sizes (1)
Slogans/straplines (1)
Award credit for any other appropriate response

Guidance

Accept equivalent terminology

Do not accept: The target audience as this is a different client requirement

Do not accept: Prices or opening times as these are content, not house style

Example answers and how they were marked

Full marks2/2

1 The colour palette that must be used

2 The fonts and font sizes that can be used

Why: Colour palette (1) and typography/fonts (1) are both elements of a house style.

Some marks1/2

1 The logo and how it can be used

2 The target audience for the poster

Why: The logo (1) is part of the house style; the target audience is a different client requirement (0).

No marks0/2

1 The opening times of the brewery

2 The price of the drinks

Why: These are content items, not elements of the house style, so neither is credited.

13Explain or Describe2 marks

Elmsworth Wildlife Park is opening a new rainforest zone next year. The park has asked a production company to make a short promotional video about the new zone.

Explain one advantage of discussing the brief in a meeting between the client and the production company.

[2 marks]

Mark scheme

Read whole response and award

One mark for what a meeting/discussion involves

AND/OR

One mark for the effect/benefit of this

Up to two marks for explaining one advantage e.g.

Example responses

Both sides can ask questions (1) so anything unclear in the brief can be explained straight away (1)
The client can describe what they want face to face (1) so the producer understands the park's ethos for the video (1)
The points that are agreed can be written down (1) so the designer has a record to check their work against (1)
Ideas can be shown and talked through (1) so they can be changed before production starts (1)
Award credit for any other appropriate response

Guidance

Answers must be linked to the meeting/discussion between the client and the production company.

Do not accept

'It is quicker' - TV

Example answers and how they were marked

Full marks2/2

Both sides can ask questions so anything that is unclear in the brief can be sorted out straight away.

Why: Gives what the meeting involves (both sides ask questions) (1) and explains its effect (1).

Some marks1/2

The client can describe what they want face to face.

Why: Gives what the meeting involves (1) but gives no benefit or effect, so the second mark is not earned.

No marks0/2

It is quicker than sending letters to each other.

Why: 'Quicker' alone is too vague and does not say what the meeting involves or what it leads to; the mark scheme does not accept it.

14Explain or Describe2 marks

Millrace Records is a record label that is launching a new band. The label wants an animated music video to promote the band's first single to its teenage fans.

Explain why the client brief for the music video may need to be negotiated.

[2 marks]

Mark scheme

Read whole response and award

One mark for a reason why the brief may need to be negotiated

AND/OR

One mark for how this affects the brief or the planning and production of the video

Up to two marks for explaining why a client brief may need to be negotiated e.g.

Example responses

The budget may not stretch to everything the label has asked for (1) so both sides agree which content to leave out (1)
The deadline the label has set may be too short (1) so a later date is agreed that both sides can meet (1)
The brief may be vague or unclear (1) so the producer suggests what the video should include and the label agrees (1)
The label may change its mind part way through (1) so the requirements are agreed again before production carries on (1)
Award credit for any other appropriate response

Guidance

Award the second mark only where the answer says what is agreed or changed as a result. An unsupported 'so they agree' with no stated effect earns one mark only.

A vague or unclear brief is a valid reason (1) but the second mark needs the agreed outcome.

Do not accept

'So they can talk about it' - TV

'The label is paying/has hired the producer' - TV

Example answers and how they were marked

Full marks2/2

The budget may be too small for everything the label has asked for so both sides agree which parts of the video to drop.

Why: Gives a reason why the brief may be negotiated (budget) (1) and what is agreed as a result (1).

Some marks1/2

Because the label's budget may not be enough for the animation they want.

Why: Gives a reason why the brief may be negotiated (1) but does not say what is agreed or changed, so no second mark.

No marks0/2

Because the label is paying the producer to make the video.

Why: Saying that the client pays says nothing about why the requirements have to be negotiated, so no creditworthy point.

15Explain or Describe2 marks

Elderbrook Games is a small studio that makes computer games for mobile phones. It has asked a production team to plan a new game and has stated the genre in the brief.

Describe one benefit of the client stating the genre in the brief.

[2 marks]

Mark scheme

Read whole response and award

One mark for a benefit of the client stating the genre in the brief

AND/OR

One mark for how this helps or its effect

Up to two marks for describing one benefit of stating the genre e.g.

Example responses

The team knows which conventions to include (1) so the game has the features that players of that genre expect (1)
It sets out what kind of game the client wants (1) so the team does not plan the wrong type of game (1)
The team can plan suitable content (1) because the puzzles must match the genre the client has chosen (1)
It gives the designers a starting point for their ideas (1) so planning is quicker and meets the brief (1)
Both the client and the team agree the type of game (1) so the finished product is what the client asked for (1)
Award credit for any other appropriate response

Guidance

Do not accept

Naming a genre, e.g. 'It is a puzzle game' - TV

Example answers and how they were marked

Full marks2/2

It tells the team which conventions to include, so the game has the features that players of that genre expect.

Why: Gives a benefit of stating the genre (the team knows which conventions to include) (1) and describes its effect (the game has the features players of that genre expect) (1).

Some marks1/2

It tells the team what type of game the client wants.

Why: Gives a benefit of stating the genre (1) but does not say how this helps or what it allows, so the second mark is not earned.

No marks0/2

It is a puzzle game.

Why: Names a genre instead of describing a benefit of stating it, so no mark; the mark scheme does not accept it.

16Explain or Describe2 marks

Everleigh Leisure Centre has asked a media company to produce an app that its members can use to book swimming and gym sessions. The centre's members are of all ages.

Explain one reason why the producer would segment the audience for the app by age.

[2 marks]

Mark scheme

Read whole response and award

One mark for a reason why the audience would be segmented by age e.g. different interests/abilities/devices

AND/OR

One mark for how this affects the design/planning of the app

Up to two marks for explaining one reason e.g.

Indicative content

Different age groups have different interests
Different age groups take part in different activities
Different reading ability/technical confidence
Different devices used
Content can be targeted/suited to the group
Design can be made suitable for the group
Award credit for any other appropriate response

Example responses

Different age groups have different interests (1) so the content of the app can be chosen to suit the members it is aimed at (1)
Different age groups take part in different activities (1) so the app shows each group the sessions they are most likely to book (1)
Some members are older and find small text harder to read (1) so the app uses large text and simple menus (1)
Different age groups use different devices (1) so the app is designed to work on the device that group uses most (1)
Younger members may need help using an app (1) so the booking steps are kept short and simple (1)
Award credit for any other appropriate response

Guidance

Do not accept

Knowing how many members will use the app - TV

Example answers and how they were marked

Full marks2/2

Different age groups have different interests so the content of the app can be targeted at the members it is aimed at.

Why: Gives a reason for segmenting by age (1) and explains the effect on the design of the app (1).

Some marks1/2

Because different age groups have different interests.

Why: Gives a reason for segmenting the audience by age (1) but gives no effect or benefit, so the second mark is not earned.

No marks0/2

So the producer knows how many members will download the app.

Why: Segmentation groups an audience by characteristics such as age; it does not tell the producer how many people will use the product, so there is no creditworthy point.

17Explain two6 marks

Brackenford Bowls Club is a local sports club that wants more women to join. The club has asked a production company to make a short promotional video to recruit women members, to show on its website and social media channels.

Explain how two design choices for the promotional video could be influenced by the club targeting women.

[6 marks]

Mark scheme

Indicative content

Answers may include reference to the following design choices and how gender as an audience characteristic could influence them

Casting and imagery

Showing women playing and competing, not only men
Avoiding stereotypes such as women only helping with refreshments
Showing a mix of ages within the target gender

Language and voiceover

Using a female voiceover or gender-neutral language
Avoiding terms that assume members are male, such as 'chairman' or 'sportsmen'

Colour and visual style

Choosing colours and fonts that suit the women the club wants to attract, without relying on stereotypes

Music and sound

Choosing music that the women the club wants to attract are likely to enjoy, to make the club seem lively and welcoming

Content

Highlighting facilities and social events that the target group values
Featuring women members talking about why they joined

Award credit for any other appropriate response.

A design choice that is only named, with no explanation of how it is influenced by targeting women, may count as identification but does not earn credit for explanation.

Points about age or location alone do not answer the question unless they are linked to how gender influences the design choice.

Levels

Level 3 (5–6 marks): A thorough explanation which shows detailed understanding: Two design choices are identified – and two explanations attempted; Shows detailed knowledge and understanding of how gender as an audience characteristic influences design; The influence of gender is clearly explained; Consistently uses appropriate terminology.
Level 2 (3–4 marks): An adequate explanation which shows sound understanding: Two design choices are identified – at least one explanation attempted; Shows sound knowledge and/or understanding of how gender influences design; The influence of gender is adequately explained; Sometimes uses appropriate terminology.
Level 1 (1–2 marks): A brief explanation which shows limited understanding: At least one design choice is identified – at least one explanation is attempted; Shows limited knowledge and/or understanding of how gender as an audience characteristic influences design; The influence of gender on the design choice is explained in a basic way; Use of appropriate terminology is limited.
0 marks: Response is not worthy of credit

Example answers and how they were marked

Full marks6/6

One design choice is the imagery and casting. If the club wants to attract women, the video could show women of different ages playing bowls and chatting afterwards. This means the video challenges the idea that bowls is only for men, so women watching are more likely to see themselves as welcome. It should avoid showing only men as serious competitors and women as helpers, because that stereotype could put women off. A second design choice is the voiceover and language. The club could use a female voiceover and inclusive phrases such as 'everyone is welcome', because this reinforces that the club is for all genders. They should avoid language that assumes members are male, such as calling the club leader 'chairman', as this could make women feel the club is not really for them.

Why: Identifies two design choices (imagery/casting and voiceover/language) and explains both, linking each to the target gender; detailed and uses terms such as casting and voiceover. Meets all Level 3 descriptors.

Some marks4/6

One design choice is the images used. The video should show women playing bowls, because women watching will see that the club is for them. Another design choice is the music. They should choose upbeat music that the women they want to attract will enjoy, because it makes the club seem lively and welcoming rather than old-fashioned.

Why: Identifies two design choices (images and music); both are explained adequately and linked to the target gender, but the explanations are not detailed. Meets Level 2: two identified, at least one explanation attempted.

Some marks2/6

The video should show women playing so that more women will want to join.

Why: Identifies one design choice (show women playing) and gives a basic reason linked to the target gender. Meets Level 1: at least one design choice identified and at least one explanation attempted.

18Explain two6 marks

Jackdaw Tools makes hand tools for tradespeople. It is producing a series of short instructional videos for plumbers, kitchen fitters and electricians to watch on its website and at trade suppliers.

Explain two benefits of segmenting the audience by occupation when designing the instructional videos.

[6 marks]

Mark scheme

Indicative content

Answers may include reference to the following benefits

Relevant content

Videos can focus on the tasks that each occupation does, e.g. fitting worktops for a kitchen fitter
Examples and settings the occupation recognises

Correct technical level

Use of trade terms the occupation understands
Avoids explaining the basics to experienced workers
Gives extra detail where a trade needs it

Presenter and examples

Using a presenter from the trade so the audience trusts the video

Length and format

Short videos or chapters that fit around a working day

Reaching the occupation

Publishing the videos where that occupation looks, e.g. supplier counters or trade magazines - credit this only where the link to the occupation is explained
Separate playlists for different trades

Award credit for any other appropriate response

Guidance

A second benefit that is only named is identified but is not explained - it counts towards identification only.

Levels

Level 3 (5–6 marks): A thorough explanation which shows detailed understanding: Two benefits are identified – and two explanations attempted; Shows detailed knowledge and understanding of occupation as an audience characteristic; The benefits for the design of the videos are clearly explained; Consistently uses appropriate terminology.
Level 2 (3–4 marks): An adequate explanation which shows sound understanding: Two benefits are identified – at least one explanation attempted; Shows sound knowledge and/or understanding of occupation as an audience characteristic; The benefits for the design of the videos are adequately explained; Sometimes uses appropriate terminology.
Level 1 (1–2 marks): A brief explanation which shows limited understanding: At least one benefit is identified – and at least one explanation attempted; Shows limited knowledge and/or understanding of occupation as an audience characteristic; The benefit is explained in a basic way; Use of appropriate terminology is limited.
0 marks: Response is not worthy of credit

Example answers and how they were marked

Full marks6/6

One benefit is that the content can be matched to the tasks of each occupation. For example, a kitchen fitter needs to see how to use a tool to cut worktops, while an electrician needs to see how to run cables. This means the videos are useful straight away and the audience does not have to watch instructions for jobs they never do. A second benefit is the level of technical language. The script can use terms such as 'rebate' or 'conduit' because the audience already knows them, so the video can be shorter and more detailed. If the videos were made for the general public, the makers would have to explain every term, which would waste the tradesperson's time.

Why: Identifies two benefits (matched content and correct technical level) and explains both, showing how occupation shapes the videos. Meets all Level 3 descriptors.

Some marks4/6

One benefit is that the videos can be about the jobs each trade does, so a plumber does not waste time watching a video about fitting kitchens. Another benefit is the technical words they use.

Why: Two benefits identified: the first is explained, but the second is only named, which the guidance says counts as identified and not explained. Meets Level 2: two identified, at least one explanation attempted.

Some marks2/6

They can make different videos for different jobs so the videos are more useful.

Why: Identifies one benefit (separate videos for different jobs) and gives a basic reason. Meets Level 1: at least one benefit identified and at least one explanation attempted.

19Explain two6 marks

Ravensworth Chocolates makes hand-made chocolates, from everyday bars to luxury gift boxes. It is producing a printed mail-order catalogue to send to customers.

Explain two impacts that segmenting the audience by income could have on the design of the catalogue.

[6 marks]

Mark scheme

Indicative content

Answers may include reference to the following impacts

Product range and price

Higher income: premium gift boxes and no discount flashes
Lower income: value packs, multi-buys and clear prices

Photography and styling

Luxury props and lighting for a higher-income audience; simpler everyday shots for a lower-income audience

Print quality and materials

Heavier paper, foil or embossing for premium; lighter paper and simpler format for value

Layout

Fewer, larger images for premium; more products and offers per page for value

Language and tone

Aspirational, understated wording for higher income; savings and value messages for lower income

Format and distribution

Smaller, lighter catalogue to keep costs and prices low; larger format for premium

Award credit for any other appropriate response

Do not accept answers that only discuss the occupation or location of the audience without linking the point to income.

Levels

Level 3 (5–6 marks): A thorough explanation which shows detailed understanding: Two impacts are identified – and two explanations attempted; Shows detailed knowledge and understanding of income as an audience characteristic; The impacts on the design of the catalogue are clearly explained; Consistently uses appropriate terminology.
Level 2 (3–4 marks): An adequate explanation which shows sound understanding: Two impacts are identified – at least one explanation attempted; Shows sound knowledge and/or understanding of income as an audience characteristic; The impacts on the design of the catalogue are adequately explained; Sometimes uses appropriate terminology.
Level 1 (1–2 marks): A brief explanation which shows limited understanding: At least one impact is identified – at least one explanation attempted; Shows limited knowledge and/or understanding of income as an audience characteristic; The impact on the design of the catalogue is explained in a basic way; Use of appropriate terminology is limited.
0 marks: Response is not worthy of credit

Example answers and how they were marked

Full marks6/6

One impact is the product range and prices shown. If the catalogue is aimed at higher-income customers, it could feature large premium gift boxes and avoid 'half price' stickers, because those customers may see constant discounts as a sign of poor quality. For a lower-income segment, the catalogue would include value packs and clear multi-buy offers so that customers can see how far their money goes. A second impact is the print quality and photography style. A higher-income audience would expect thick paper, embossed lettering and styled photographs with luxury props, because these make the chocolates feel like a treat or a gift. A lower-income audience might get a simpler catalogue on lighter paper so that the company keeps costs down and the prices low.

Why: Identifies two impacts (product range and prices; print quality and photography) and explains both in relation to income. Meets all Level 3 descriptors.

Some marks4/6

One impact is the prices shown. They might show value packs if the audience has less money. Another impact is the paper they print on.

Why: Identifies two impacts; explains the first adequately but only names the second. Meets Level 2: two identified, at least one explanation attempted.

Some marks2/6

It shows how much money people have so they know what prices to put in the catalogue.

Why: Identifies income segmentation and gives a basic impact on pricing. Meets Level 1: at least one impact identified and one explanation attempted.

20Explain two6 marks

Brackenwood Observatory runs stargazing evenings and school visits. It is producing an online learning resource pack for schools to use before and after a visit.

Explain two issues that Brackenwood Observatory must consider when designing the online learning resource pack for pupils at different educational stages.

[6 marks]

Mark scheme

Indicative content

Answers may include reference to the following issues and how they affect the design of the pack for pupils at different educational stages

Reading level and language

Younger pupils need shorter sentences and simpler words; older students can cope with subject vocabulary such as 'constellation' or 'orbit'
A glossary, captions and labelled diagrams to support younger readers
The amount of text on a screen suited to the reading age of the group

Prior knowledge and curriculum content

Checking what each year group has already studied about space and the solar system
Tasks matched to the curriculum or exam specification for that stage
Older students need sources and data to analyse; younger pupils need simple facts

Activities and task difficulty

Sorting or matching activities for younger pupils; extended research or analysis tasks for older students
Extension tasks and different versions of the pack for different stages

Structure and support for teachers

Separate sections or separate versions for primary and secondary pupils
Teacher notes so adults with different subject knowledge can support their class

Award credit for any other appropriate response

Guidance

An issue that is only named, for example 'the activities', without saying how it is different for pupils at different educational stages, does not count as an explanation.

Do not accept:

Answers that only say the pack should be fun or interesting
Answers that only describe what the pack contains without explaining an issue for pupils at different educational stages

Levels

Level 3 (5–6 marks): A thorough explanation which shows detailed understanding: Two issues are identified – and two explanations attempted; Shows detailed knowledge and understanding of education as an audience characteristic; The issues for the resource pack are clearly explained; Consistently uses appropriate terminology.
Level 2 (3–4 marks): An adequate explanation which shows sound understanding: Two issues are identified – at least one explanation attempted; Shows sound knowledge and/or understanding of education as an audience characteristic; The issues for the resource pack are adequately explained; Sometimes uses appropriate terminology.
Level 1 (1–2 marks): A brief explanation which shows limited understanding: At least one issue is identified – at least one explanation attempted; Shows limited knowledge and/or understanding of education as an audience characteristic; The issue for the resource pack is explained in a basic way; Use of appropriate terminology is limited.
0 marks: Response is not worthy of credit

Example answers and how they were marked

Full marks6/6

One issue is the reading level of the text. Primary pupils may not understand words such as 'constellation' or 'telescope', so the pack would need short sentences, a glossary and labelled diagrams with captions, whereas secondary students would need subject terms and longer explanations so that they are not patronised. A second issue is prior knowledge and curriculum links. The observatory must check what each year group has already covered, because a Year 5 class may know very little about the solar system while a GCSE physics group needs to analyse data and evaluate evidence. This means the pack needs separate sections or versions, with simple matching tasks for younger pupils and extended research questions with extension tasks for older students, so that teachers at each stage can use it in lessons.

Why: Identifies two issues (reading level and language; prior knowledge and curriculum content) and explains both in detail in relation to different educational stages, using appropriate terminology. Meets all Level 3 descriptors.

Some marks4/6

One issue is the reading level. Primary pupils need simpler words and a glossary so they can understand the text. Another issue is the type of activity. Older students need harder tasks, such as answering questions using sources, so that they are not bored.

Why: Identifies two issues and attempts an explanation of each, but the explanations are brief and sound rather than thorough, with limited terminology. Meets Level 2: two issues identified, at least one explanation attempted, issues adequately explained.

Some marks2/6

One issue is the reading level. Younger children will not understand long words, so the text needs to be simple.

Why: Identifies one issue (reading level) and gives a basic reason linked to younger pupils, with limited terminology. Meets Level 1: at least one issue identified and explained in a basic way; only one issue, so it does not reach Level 2.

Revise Client requirements and audience first

Keep practising Client requirements and audience

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