Advertising and Marketing

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Year 10 Media GCSE Essay 1: Advertising and Marketing

Marketing is the technique that is used to attract, persuade and satisfy consumers in order to buy a product. Marketing is not about providing products or services; it is essentially about providing changing benefits to the changing needs and demands of the customer. Firstly an organization or Brand first determines what its potential customers would like, and from that, they make the product. This can be called Market Research, as they gather in all the possible desires of a potential customer, before making a decision on how to make the product from what they have gathered. An Organization will then find a way for their product to be seen or known of by a potential customer, by promoting it. In media terms, potential customers are called the 'Target Audience'. Advertising is the technique used for promotion as it attracts the target audience to the product. It is a good way to reach them and catch their attentions on the specific product. This is a key factor for marketing to be successful, as the more people are interested in the product, the more people will buy them, which means the more profit and success. Finally marketing has to control the cost of a product wisely as it is vital that the chosen price satisfies the Target Audience otherwise, less products will be sold.

As I have stated before, the 'Target Audience' is an identifiable group of people that could benefit from purchasing your product. You can define your target audience(s) according to some combination of behaviour, demographics, psychology, and/or social influences. You are likely to have several potential target audiences; focusing on those you can most profitably help. Marketing to a target audience involves understanding of how you can help them, developing effective messages, and then reaching them via appropriate tactics. By using this approach you can focus your resources on tactics that are most likely to increase sales for your business, hence earning the greatest return from your marketing activities.

In order to find a target audience or promoting a product successfully, the business will need to complete market research.

Market research is a collection of data, the aim of which is to understand better what is happening in the market place. Various methods of market research are used to find out information about markets, target markets, their needs, competitors, market trends, customer satisfaction with products and services, etc. Businesses can learn a great deal about customers, their needs, how to meet those needs and how the business is doing to meet those needs. The 2 main types of research are Quantitative, and Qualitative research. These two types of research are needed to decide your target audience, and how you should adapt the marketing mix to satisfy them. Quantitative research involves the measurement of quantity or amount, whereas qualitative research relies on reasons behind various aspects of behavior. Unlike quantitative research, it does not include numerical figures.
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In order for your business to sell its products and services as successfully as possible, you need to look at what products you are selling in detail to ensure they will be attractive and needed; the price to ensure it is not too cheap or too expensive; where you are best distributing your product; and finally, how you can create interest and awareness for your products. All these elements need to be targeted at the right people at the right time. In order for your business to tackle this correctly, you need to get the right type of ...

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