AS Med 2: Advertising and Marketing

The Marketing Mix

Aims

What is the ‘Marketing Mix’?

Product Price

Promotion Place

Product

Product= glucose drink

Brand: originally aimed at ill people, but rebranded (by Ogilvy and Mather Advertising Agency) as a youthful, sporty, energy drink

Med 1 focus: discuss this website, using the key concepts- 3 points for each

Product

Brands aim for niche markets : small target audiences with specific interests

Packaging, advertising and merchandising used to appeal to these audiences

Advertising Agencies often refer to developing ‘personalities’ in brands

What are the personalities of these brands? Who is the niche audience?

Med 1 focus: discuss this image, using the key concepts- 3 points for each

Price

Linked to product’s value ‘Value’ can be different for different people Advertisers try to ‘add value’ to their brands

to justify higher prices and increase profit Deals are often offered- BOGOF, intro offers,

‘free’ gifts, magazine ‘giveaways’

Promotion

Increasing focus on covert advertising techniques

Eg: sponsorship, product placement, public relations

Covert advertising= any type of promotion that is not direct advertising but is undercover / stealthy

TV Sponsorship

TV output sponsorship has been allowed only since 1990 (TV Broadcasting Act)

Certain types of program cannot be sponsored, eg news

Some brands choose certain

programs due to their

target audience

Place

TV (towards beginning or end of breaks is preferred)

Magazines Direct Mail Website Where else?

Task

Invent a new product- quickly! This might be a phone, a chocolate bar, a

console or whatever you want Prepare a presentation explaining how you

would market this product, using the 4 Ps of the marketing mix!

30 mins prep- 3 mins to present