• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The 4 P's - marketing mix.

Extracts from this document...

Introduction

The marketing mix is a term which is used to describe the full activities that can be used by a business to market its products. This mix is usually referred to as the "4 P's"- product, place, price and promotion. If market research is carried out effectively, a company can plan a promotion for the right product, at the right price, and to get it to their chosen market, in the right place. The product must be of a quality that not only allows it to be sold in a shop but it also must be seen as some thing that the customers feel they should have. The clothes and shoes sold in my shop will mainly be of an existing brand name so this means that the stock I hold will already have desirability. These existing brands such as "Timberland" will there for have their own advertising which will mean that my business will have advertising for the clothes they sell but not the shop itself. Pricing strategies can play a large part in the business as through this my company can create desirability about its products or itself. This can also bring new business to the company. For this reason there are many different pricing strategies which all should be taken in to consideration. * "Market led pricing," this where the company sets its prices in a hope to make a profit but is still low enough to create sufficient demand for the products. ...read more.

Middle

This image can be achieved by; * Through sponsorship of events related to the product or the image that is wished to be portrayed. * Sponsorship or the setting up of youth teams. * Making money available for help with community projects such as building a youth centre. * Buying equipment for schools. Due to the fact that Ghetto Fabulous is such a small newly opened company, I will not have the large P.R budget to cover these large events. In the future I may be able to put a small amount of money into local schemes or events but this is not in the immediate future. Sales promotion is also known as point of sale promotions this is because this is where it happens. The different sorts of sales promotion are: * Buy one get one free - this can also be buy one and get something else free. * Discounts - where products are reduced in an effort to sell more. * Competitions - used to get people interested in the shop and products. * Free gifts - another way to pursued people to buy products. * Product trials - allows people to try the products before they buy. * Point of sale displays - special displays to promote the products and gain customer awareness. For my company, I would expect these to play a major part in the shop. ...read more.

Conclusion

The strength of the self-regulatory system lies in both the independence of the ASA and the support and commitment of the advertising industry, through the Committee of Advertising Practice (CAP), to the standards of the CAP Code, protecting consumers and maintaining the integrity of marketing communications. There were criticisms of advertising before this body was set up 41 years ago. These were as follow: * It may encourage habits and behaviour that are not good for people's health, for example smoking or drinking. It may encourage greed and envy. * It my tempt people to buy things they cannot afford or do not need. * Advertising increases firms' costs and may lead to higher prices. * Firms may be tempted to make false claims for their products or services to mislead the public. The ASA has been set up to meet these criticisms. That is what I think anyways. It is formed and paid for by the advertising industry itself, for the voluntary self-regulations of the industry. It controls all advertising in the UK, except for that on radio and television, or broadcast advertisements in other words, as mentioned above. Advertisements on television are controlled by the Independent Television Commission (ITC). Advertising on commercial radio is controlled by the Radio Authority. Unlike the ASA, both these bodies have been set up by Acts of Parliament. They both have codes of practice for advertising that cover the things that can not be included in programmes. Wais Naeemi 11SJ ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    1,250 30 second spot (each day, one week) in London Cinemas (372 screens) 40,225 30 second spot (each day, one week) in Lancashire Cinemas (162 screens) 10,035 BRMB (Birmingham Radio) 30 second spot, Wednesday - Friday (1600hrs - 1900hrs) 700 Virgin FM (London)

  2. VW - Skoda Fabia - Intergrated marketing communication.

    And the above shows that this isn't always the case. 4.0 CONCLUSION The benefits of IMC can be paramount, clear to see and prove to be extremely useful for penetrating through the ever increasing amount of advertising information clutter.

  1. Coca-Cola markrting mix

    Promotion can provide information and incentives to purchase the product. Promotion is often talked about as being above or below the line. "Above the line is direct advertising through consumer media such as press, TV, cinema and radio. All other forms of promotion are considered below the line activity.

  2. Marketing Media and Audience Feedback

    advertising such as: * Trailers/posters * Television/radio commercials * Sponsorship o Indirect advertising such as: * Feature articles * Guest appearances on chat shows o Promotions: * Competitions/sponsorships * Merchandising * Road shows o Advertising criteria: * Legal * Ethical * Meet the standards of the ASA and other official

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    ITV holds the UK broadcast rights for the UEFA Champion's League, screening games on Tuesday and Wednesday evenings. Terrestrial television "remains the most commonly used medium for consuming sports coverage, with 41% of all adults and 60% of active sport followers viewing on a weekly basis at least." (Mintel, 2003)

  2. Viral Marketing

    1. The commercial message will become multi-dimensional and transactional. A change from one-way, truncated 30 second spots, 1/2 page spreads and 7-word billboard blurbs to interactive advertising-pods will help convey a lot more product information, while the consumer provides the advertiser with information on his/her preferences measured by the pages he/she visits, the time spent on each etc. 2.

  1. An investigation Into The Different Marketing Language of Holiday Brochures For Different Age Groups.

    and offer it to an exclusive audience. For instance, they say, "The friendly management at this hotel ensure that their guests enjoy their stay and will want to return year after year" Yet the graphology of tower blocks pictured above this some how tells us otherwise. In the Summer Sun catalogue there is a temperature graph of

  2. The principles of marketing.

    or tie in with TV advertising to remind people of the TV message. Point of sale (POS) advertising includes posters for the shop window, complete window displays for the advertiser's products, 'Open' and 'Closed' notices for the door with a product name on them, and the various other small advertising items that you see in shops.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work