• 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. 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.

  1. Marketing Media and Audience Feedback

    bodies controlling advertising INTRODUCTION INTRODUCTION For Assessment Objective 3, I will produce advertising and promotional materials for a new media product. As previously established, the new media product is a newspaper called The Daily. A poster will be produced for direct advertising, a feature article for indirect advertising and a competition for promotion.

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

    Arena's readership age is over 25 in average and the alcohol advertising represents 9% of their total space available for advertising. It will also be published in the monthly magazine Men's Health at a reason of 1 ad per publication during 12 months (representing 10 publications), from the beginning of

  1. Viral Marketing

    2. The commercial message will move from intrusive commercial messages that intermittently interrupt the on-going media experience of the consumer to invited conversation, wherein the consumer actively seeks out and requests advertising and promotional materials. Advertisers will offer polite invitations designed to initiate or continue individual customer dialogues.

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

    Pool here for those serious bathing sessions. Great bar that serves food with a massive T.V. thrown in. All rooms are simply furnished with private facilities and balcony." I notice that it refers to a great bar serving food and not a bar serving great food! The description is plain and mentions that the rooms are simply furnished.

  1. The principles of marketing.

    Business, professional & controlled circulation magazines Over 6,300 titles Television 13 regional companies, plus GMTV, Channels 4 and 5 (see later table) and satellite & cable Radio 241 Commercial radio stations Cinema 2,680 screens (some grouped in cinemas with more than one screen)

  2. Visual basic project of the booking system

    PM" Or Combohour.Text = "17:15 PM" Or Combohour.Text = "17:30 PM" _ Or Combohour.Text = "17:45 PM" Or Combohour.Text = "18:00 PM" Or Combohour.Text = "18:15 PM" _ Or Combohour.Text = "18:30 PM" Or Combohour.Text = "18:45 PM" Or Combohour.Text = "19:00 PM" _ Or Combohour.Text = "19:15 PM" Or

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