Free Marketing Dissertations - 12). The Price Of The Product Or Service May Portray It Being A Quality Item
12). The price of the product or service may portray it being a quality item or a desirable one (Brassington and Pettitt, 2003, p.26). It may also be used to give a company an edge in a competitive market.
Place Place is concerned with distribution channels and consumer service levels (Baker, 1999). The objective of companies when dealing with this aspect of the marketing mix is to make sure that products are available in the right quantities, in the right place to the people who want it (Jobber, 2001, p. 15).
Promotion Promotion is concerned with how the product of service is made available to its target audience (Jobber, 2001, p. 15).
Section Two
Advertising
Advertising is a major part of the promotional side of the marketing mix. Advertising is a powerful tool which aims to influence consumer decisions and thus behaviour. One definition of advertising by Ann Burgess cited in Hart, 1990, p. 101, is the action of calling something to the attention of the public, especially by paid announcements.
Advertising enables the consumer to become an active member of the economic cycle rather than a passive agent (Burgess cited in Hart, 1990). It is this freedom of choice for the consumer that means companies’ advertising strategy must portray the correct advertising message and select the correct advertising media (Kotler & Armstrong, 2005, p. 47).
Types Of Advertising
The variety of different advertising media enables marketers to reach far and wide with their messages. The most common of these advertising media being:
Television Below are the strengths and limitations for television as a form of advertising media.
Strengths
Limitations
Flexible format, uses sight, movement and sound
High level of repetition necessary
High prestige
Short message life
High reach
High absolute costs
Mass coverage
Clutter
Low relative cost very efficient
Increasing level of fragmentation (potentially)
(Source: Fill, 2002, p. 536)
In September 2005, figures produced by Ofcom stated that there were over 25 million television viewing households in the UK. Therefore, the viewing capacity for television advertising is immense.
Press (Newspaper, magazines etc) One major advantage of press advertising is that information can presented and then examined selectively at the consumer’s leisure (Brassington and Pettitt, 2003). The benefit of this is that because the consumer chooses what they read it will give them a feeling of control over the situation.
Poster Poster advertising is also a very efficient form of advertising media (Brassington and Pettitt, 2003). The location and the content of the poster are vital. The aim is simply: to provide a quick, digestible message to the passer-by (Brassington and Pettitt, 2003, p629).
Cinema This provides advertisers with the opportunity to benefit from the all-involving escapist environment that this medium delivers.
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